The Online Copywriter's Handbook is a clear, practical, and authoritative guide to writing effective advertising/marketing/sales copy for the online medium. It guides novices on taking the first steps towards getting started with Internet marketing, including e-mail marketing, e-zines, ads, Web sites, and e-commerce; internet marketing pros will learn how to take their Web promotions to the next level of sophistication, effectiveness, and results. Organized into two parts, Part I deals with the fundamentals of writing effective copy for the Web and covers how to write persuasively, the key differences between writing for the Internet vs. writing for print, and how to adapt existing print documents for the Web. Part II covers specific Web copywriting tasks including Web sites, home pages, Internet direct mail, landing pages, e-zines, e-zine ads, banner ads, and Web-based documents. The text also includes many sample Web pages and other Internet promotions readers can use as models for their own efforts. Appendices point readers to helpful Web sites and other resources.

Robert W. Bly is an independent copywriter and consultant specializing in business-to-business and direct response marketing. Bob writes sales letters, direct mail packages, ads, scripts, Web sites, Internet direct mail, and PR materials for more than 100 clients nationwide including IBM, AT&T, The BOC Group, EBI Medical Systems, Associated Air Freight, CoreStates Financial Corp., PSE&G, Alloy Technology, M&T Chemicals, ITT, Takeda Chemicals, UniSys, Fala Direct Marketing, Citrix Systems, and Grumman Corp. Samples of his copy may be seen on www.bly.com. He is the author of more than 45 books including the long-time best seller The Copywriter's Handbook (Henry Holt). Bob's articles have appeared in Direct, Business Marketing, Computer Decisions, Chemical Engineering, Direct Marketing, Writer's Digest, Amtrak Express, Cosmopolitan, New Jersey Monthly, City Paper, and many other publications. A winner of the Direct Marketing Association's Gold Echo Award and the Web Marketing Association's Standard of Excellence Award, Mr. Bly has presented seminars on copywriting and Internet marketing to numerous organizations including IBM, Foxboro Company, Arco Chemical, Thoroughbred Software Leaders Conference, Appliance Parts Distributors Association, Dow Chemical, and the Direct Marketing Association.