Great copy communicates the emotional truth of your message; mediocre copy simply conveys information.¬† Want to see the difference between the two approaches?¬† Watch this video:
Copywriters worry about nuances, mental images, and word associations because the emotions behind your words matter.¬† Never let anyone tell you different.
*Hat tip to Jim Anderson for sending me the video link.
P.S. If you like this post, be sure to read my follow-up analysis.