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The Seven
Deadly Myths
of Web Writing
John Forde
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Copyright © 2004 by American Writers & Artists Institute, Inc.
All rights reserved. No part of this publication may be reproduced
or transmitted in any form or by any means, electronic, or
mechanical, including photocopying, recording, or by any
information storage and retrieval system, without permission in
writing from the publisher.
Published by:
American Writers & Artists Institute
245 NE 4th Avenue, Suite 102
Delray Beach, FL 33483
Phone: 561-278-5557
Fax: 561-278-5929
Website: www.awaionline.com
Endorsed by:
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The Seven Deadly Myths
of Web Writing
I call these myths “deadly.” Because in my opinion — and in the opinions
of many other copywriters with proven online success — these are popular
misconceptions about web writing which, unfortunately, still derail web writers
and marketers all the time.
The following list of myths addresses some of the biggest assumptions
your future clients might make about online copy. After each myth, I give you
techniques you can use to show not just the obstacles that get in the way of web
marketers but also speciically how to ix them.
Each of these examples includes screenshots of both good examples and bad.
After each of the myths, you’ll ind a box. In that box, I’ll show you some of
the things you can do if you come across web copy that’s already fallen victim to
the myth. In the box, you’ll see how to put a name on the problems and then
turn the copy around to improve performance.
So let’s get started.
The Seven Deadly Myths of Web Writing
1
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Myth #1: “What works in print won’t
work on the web”
This may be the most common misconception about Internet writing. In
the U.S. alone, there are over 179 million people online. That’s 61% of the
population. How many of them do you know?
How many of those users are in your family?
Among your friends?
Your neighbors? Your colleagues?
Probably quite a few.
And while its true people might read slightly differently on a computer
monitor than they do on, say, a piece of paper...
It’s also true that the community online is a community we know. When the
Internet was a novelty, maybe that was different. But now the people we know
are online. We’re online. When computers go on, do our basic fundamental
needs somehow transform?
They do not.
If ofline copy works by appealing to our deepest needs and desires in making
promises and offering big beneits and by making a quality product available at a
fair price...
There’s nothing about the online experience that should make anyone think
those same basic techniques won’t work. Take a look at this example:
The Seven Deadly Myths of Web Writing
2
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This is a print promotion for a medical health newsletter, written speciically
for men who felt modern mainstream medicine was giving them a raw deal. It’s
a powerful emotional pitch. And the product is high quality. This promo was
extremely successful in the mail and is still mailing today, nearly two years after
its launch.
Naturally, a publisher would love to duplicate this kind of success online,
right? Absolutely. Take a look at the web version. Let’s see how it was “translated”
for the Internet:
The Seven Deadly Myths of Web Writing
3
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