CHAPTER 1
GETTING STARTED
The Dynamics of Web Selling
Don’t worry that you’ll take a shot and you’ll miss. The fact is, you’ll miss every shot you don’t take.
–ANONYMOUS
In the advertising world, the words employed to communicate a sales message in an advertisement or commercial are called advertising copy, and the people who write these words are known as copywriters. (This term should not be confused with copyright, which is a legal mechanism that protects your ownership of what you write.)
Similarly, web copy refers to the words employed to communicate a sales message on the web, and the people who write these words are web copywriters. Although distinctly different in tone from advertising copy, web copy has the same objectives—that is, ...
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