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Review of Hot Text - web writing that works.

Verdict: if you write for web, in any capacity, “Hot text” is worth reading.

At first “Hot text” threw me off with their hype-filled treatment of object- orientation (as applied to writing, none the less) and XML, but when it got to the meat of their advice on writing, I quickly forgot those initial awkward moments.

The book is written for those who want to improve their writing for the web. It offers both generic tips like:

  • writing should be short, simple and clear
  • break up long paragraphs into short ones
  • make text scannable
  • remove hype and marketoid speak
  • write in active voice
  • write with emotions
  • have a personal voice
  • link to other sites (gives you credibility)

as well as addresses specific kinds of web content:

  • home page
  • navigation menus
  • help section and FAQs
  • product information
  • privacy policy
  • e-mail responses to customers
  • web marketing copy
  • press release
  • news
  • webzines
  • e-mail newsletters
  • weblogs

While not as deep and inspiring like “On writing well”, it’s filled with practical advice. and definitely worth reading for anyone who has to write for the web (especially those that don’t have prior experience in copy writing).