ABSTRACT
Writing copy for publishing products and services is a common requirement in the early stages of a publishing career, and you might have expected a chapter on how to write effective copy to consist of a long list of top tips for attracting attention through words. If you are required to write copy for products and don’t know where to start, or if you want to improve your writing techniques, this chapter will indeed provide guidance – but it will start by encouraging you to think in detail about the task before you, and all the associated stakeholders. Effective copywriting is a much more sophisticated endeavour than the publisher just offering news on what the customer might like to buy.
