Remaking the Copywriting Process and the Shift From B2B to B2C

Everyone knows it’s time to remake the copywriting and management process, but in reality it’s harder than you think. What makes good descriptive copy for editorial board, TIP sheets, or the catalog isn’t what should show up in a Google or Amazon search results once the book comes out and should be updated post-publication. This fascinating case-study describes how one leading publisher worked over time to remake their copywriting process to produce both the best B2B and consumer-facing copy—an initiative that required tackling organizational, technical, and cultural changes to get it right.

Key takeaways include:
•    What to consider before you decide to remake your copywriting process
•    Change management and training issues
•    How you will know if the initiative is a success