The Web has developed its own set of rules and attitudes for writing hard-hitting marketing copy. Robert Bly's
The Online Copywriter's Handbook
is the first practical and authoritative guide to what exactly those rules are and how they differ from writing for print audiences. From novices just taking their first copywriting steps to veterans looking to add impact and results to their online efforts, it covers everything from general fundamentals of writing effective copy to specific Web copywriting tips and traps.