Many publishers say that their titles “include…”. They should say “give you”. Some use humour when they should be selling. Still others refuse to use copy on outers. They’re making mistakes, says Andy Maslen, that could be avoided.
When writing copy, it can be helpful to visualise an extremely sceptical prospect. That way, you won’t allow any lazy assumptions to sneak into your work. Here are twelve ways in which you can add instant credibility to your subscription copy.
How often do you test? Never? Once in a blue moon? All the time? The right answer is the latter, but for too many publishers, testing is something they never quite get round to doing. Which is a shame, because it will be costing them money…
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