Good copy is an essential part of presenting a brand, especially a quality, upmarket one. I've seen so many lovely-looking products pulled down by amateurish copy, and it's a terrible shame. Many people put loads of effort into creating an excellent product, then it's spoilt by copy that is bland, repetitive, ungrammatical or aimed at the wrong audience. Good copy begins with a clear understanding of three things Who you are talking to What you want them to know What you want