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Press Release

Laura Ross, Publicist

Clout: The Art and Science of Influential Web Content

Author Colleen Jones Focuses on Using Brand Presence to Build Online Loyalty in New Peachpit Title

Berkeley, CA—January 3, 2011— Clout: The Art and Science of Influential Web Content, written by content strategist and user experience architect Colleen Jones, explores the key principles of how to influence people and applying those principles to web content. Through practical examples from leading brands, readers will:

  • Discover why a technology feature, marketing campaign, SEO effort, or redesign isn’t enough to influence people online.
  • Understand the business value of creating compelling web content that attracts people and engages them for the long haul.
  • Learn eight principles for influence from the art of rhetoric and the science of philosophy.
  • Find out what context is and why it’s so important to influence.
  • Jumpstart their planning for content over time with patterns and diagrams.
  • Learn the basics of evaluation to determine whether their web content is making a difference.

"Clout is for professionals who want to create content that people will actually care about," said Kristina Halvorson, author of Content Strategy for the Web. "Writers, marketers, user experience designers, social media managers…put this on your short-list."

Clout is available at,, Barnes & Noble, Borders, and other retailers worldwide. Readers can learn more and download a sample chapter here.

Readers can ask the author questions during a live Twitterview (interview via Twitter) on January 5, 2011 at 11:00am PST. To tune in, just follow @Peachpit and @leenjones on Twitter. For more information, visit

About the Author
Colleen Jones is principal of Atlanta-based Content Strategy, a boutique strategy consultancy with clients such as The Centers for Disease Control (CDC), Cingular Wireless (now AT&T), Intercontinental Hotels, Home Depot, and other large brands. Her popular website,, is updated daily with rich content. She has a B.A. in English and an M.A. in Technical Communication from James Madison University. She is chairman of CHI Atlanta, and participated in the IA Summit's 2009 landmark Content Strategy Consortium.

About Peachpit
Berkeley-based Peachpit has been publishing the industry’s best-selling books on the latest in photography, graphic design, Web design and development, digital video, digital lifestyle, and general Mac computing since 1986. Its award-winning books, eBooks, videos and applications feature step-by-step explanations, time-saving techniques, savvy insider tips, and expert advice for computer users of all experience levels. It is the home of the internationally recognized Visual QuickStart Guide series, the design imprint New Riders and its acclaimed Voices That Matter series, Adobe Press, Apple Pro Training Series, and Apple Training Series, and is the publishing partner for Kelby Training/NAPP and others. Peachpit is part of Pearson (NYSE: PSO), the international media company. Pearson's primary operations also include the Financial Times Group and the Penguin Group. Learn more at and