....Navigate articles.... .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. Article 1 IA and the Underground .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. Article 2 A few thoughts .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. Article 3 Type01's definition .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. Article 4 Sapient's definition .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. Article 5 Copywriting online .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. Article 6 A global medium? .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. Article 7 Building trust .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. Article 8 Introducing Sam Ruben ++ Setting the Scene ++ Fonts ++ Colour ++ Images ++ Linking ++ Tables ++ Frames ++ Going Live ++ Search Engines ++ HTML Editors .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. Article 9 dHTML navigation .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. Article 10 Between Clicks; Expanding IA .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. Article 11 Right click, view source. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. Article 12 Refresh .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. Article 13 Creative expression on the web .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. Article 14 Learning to surf .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. Article 15 The illusion of consistency .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. Article 16 The hard sell .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. Article 17 The promised land .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. Article 18 An intro to user journeys .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. Article 19 IA Summit 06 [5 meg ppt] .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. Article 20 Designing for developing contexts .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. Article 21 Communal computing & shared spaces of use .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. Home home     contact       This is a guide to writing direct copy that I received at advertising colledge. The advice it gives lends itself to commercial writing for the web. Ideas? The web is the direct marketing medium direct marketers have always wished for. The principles of writing for direct advertising offline apply just as strongly to the web. I recommend you print this out and keep it close by. Don't try do it all at once, you'll hurt yourself, but try to master it point by point. Enjoy. | 1 | CREATIVE CHECKLIST     (Tom Collins) Do you have a good proposition Do you have a good offer Does your outside envelope [splash/home page] select your prospect Does your outside envelope [splash/home page] put your best foot forward Does your outside envelope [splash/home page] provide reading motivation Does your copy provide instant orientation Does your mailing visually reinforce the message Does it employ readable typography Is it written in readable, concrete language Is it personal Does it strike a responsive cord Is it dramatic Does it talk in the laguage of life Is it creadible Is it structured Does it leave no stone unturned Does it present an ultimate benefit Are details presented as advantages Does it use the power of disinterestedness [huh?] Does it use the power of negative selling [right?] Does it touch on the readers deepest relevant day dreams Does it use subtle flattery Does it prove and dramatise the value Does it supply strong assurances of satisfaction Does it repeat key points Is it backed by authority Does it give a reason for immediate response Do you make it easy to respond/order End     home     contact