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Dan Furman
Business Writing for the Web
Читать книгу Business Writing for the Web - Dan Furman - Страница 1
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Business Writing for the Web: The Easy Way
Introduction
Rule 1: Web Copy Must Be Scan-able
Headlines
“See for yourself how this lazy slug of a man who smells like mothballs makes $6,000 a day, while lying in satin sheets and being served ice cream by a supermodel! ”
Hype versus fact
(SAMPLE 1)
HEADLINES
“SLEEP LATE EVERY DAY, HAVE TONS OF GREAT SEX, MAKE MILLIONS WITHOUT WORKING, AND EAT ANYTHING YOU WANT WITHOUT GAINING AN OUNCE!”
“Swimming with the dolphins is an experience that you will remember — and cherish — for the rest of your life.”
“Dependable Voice Mail and VOIP Solutions for Your Company”
“Financial Sales Professionals: Would You Like To Close More Sales, Achieve Greater Production, and Enjoy Lifelong Success?”
Subheadings What is a subheading?
The two types of subheadings
(SAMPLE 2)
SUBHEADINGS
(SAMPLE 3)
STORY SUBHEADINGS EXAMPLE
(SAMPLE 4)
MORE SUBHEADINGS: DAN’S HOME PAGE
How many subheadings to use on a page?
Story Subheadings instead of Informational Subheadings
Bullet points
(SAMPLE 5)
BULLET POINTS
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