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The growth of Web technical languages is fast becoming the electronic equivalent of the Tower of Babel: Java, shockwave, XML and more. That's why we strongly advocate that a simple message in plain English should be your primary goal. The execution of that message is simply a Web coding interpretation that takes into account the speed of downloading the message, the technical ability to view that message and the degree of interactivity allowed by the prevailing technology.

The foundation for Web coding protocols is still HTML. This is used to produce the collection of documents (Web pages) that may be on computers which are quite literally countries apart but are linked using Hypertext to create the World Wide Web.

Did you know?
Hypertext was invented by Ted Nelson in the 1960s. It is a nonsequential matrix of information, creatively linked by allowing the user (or reader) to click with a mouse on a word or phrase. Through doing so, further details are found through either further text or perhaps an animated sequence that provides further explanation. Typically, Hypertext will link one set of copy to another within a different part of a document.

In terms of copywriting, the main thing to keep in mind is that the Web may at first seem purely a mass-medium tool but, upon closer examination, it is clearly the world's biggest direct marketing tool.

Unlike any other type of medium in which your strategic use of words, graphics and media selection draw your target audience towards your message, with the Web your audience gives you permission to communicate your message. This permission marketing is a direct reflection of the consumer's growing ability to discriminate between advertised messages and settle for their own choice of buying channel. Being global, the Web attracts local audiences with specific needs, yet the most popular language on the Web is English. Because of its international audience, Web English has to be precise, to the point and inviting. It is thought that surfers take no more than three clicks per page to decide whether or not to stick with a site. If your message is not sufficiently compelling, they simply click off.


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