Preface

What’s the big deal about copywriting? There’s so much writing out there in every shape and form on every topic and field, and everyone is writing and publishing copy all the time these days. Why don’t we just let people get on with it? Well, the enormous volume of self-published, unedited writing is the very reason why the skills and techniques of copywriting are more essential than ever before. A friend of mine recently described the situation as “we’ve all got high-school Math but we wouldn’t do the company accounts, so just because we’ve got high-school English why do we think we can write great copy?”

Since publishing the first edition of this textbook I have spent a few years presenting the key points, lecturing to students, and ...

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