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I must admit,
I like the Eisenberg brothers. Though I've never met them personally,
I appreciate what they stand for in encouraging online business
owners to get their sites ready to convert *before* they agonize
over other marketing strategies, like SEO, etc. After all, what
good will all the traffic in the world do if your site doesn't convert?
a fan, I was excited when I heard about their new book Call
To Action. I was looking forward to reading more of their insights
on website development and how to improve online conversions.
I Didn't Like
As I read the
foreword, I noticed a statement that read, "This book is a
compilation of some of our GrokDotCom articles, ClickZ articles,
seminar presentations and training materials, as well as contributions
by our staff and colleagues."
I didn't remember
that being mentioned in the advertising or on the site for the book.
Maybe I missed it. Sure enough, as I began to read, much of the
material seemed familiar. That was a little disappointing, but not
enough to make me put the book down.
I Did Like
As usual, the
Eisenberg brothers have wonderful techniques and tips to share with
their readers. These are proven courses of action (or should I say
Calls To Action?) that help shorten sales cycles, assist
with a pleasant customer experience and increase conversions.
The book is
well organized and gives plenty of examples. Yes, you could get
all the information free by looking on their site and reading past
articles, but that would be rather time consuming (as well as a
strain on the eyes). Plus, having the articles in hardback format
comes in handy.
Many have assumed
this book is about copywriting. It is not. It is about creating
a site ready to receive and convert visitors. There are copywriting
articles in the book, however.
About five articles
from the book are dedicated to copywriting. Two additional ones
are on emotions. Two more are on search engine optimization (SEO).
on copywriting are not designed to teach you how to write copy.
Rather, they show different aspects of copywriting such as length,
usability, trigger words and so on. Definitely information copywriters
need, but the book is not devoted to teaching the art of writing
great calls to action, as some assume.
The rest of
the book is devoted to research, planning, structure (this is the
largest section) and accountability.
Should Buy It?
If you're planning
to create your own site, I'd highly recommend this book. I think
every new site owner should be required to read it before launching
a site. If you're a site designer or a programmer, you should also
get a copy. There is highly valuable information that will dramatically
increase your ability to get results for your customers. Copywriters
would benefit from reading the book, but not for the purpose of
learning to write copy.
It only costs
about $18 at Amazon.com.
That's a small price to pay for information that could easily transform
your site and increase your profits (or those of your clients).
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