Words are powerful.
Arrows pierce the body, but harsh words the soul. A pill can make your breath smell sweet, and to know how to sell air is one of life’s subtlest skills. Most things are bought with words, and they’re enough to achieve the impossible. — Baltasar Gracián, The Art of Worldly Wisdom
Good writing is almost like poetry. It is about capturing the emotion, finding the right words to express it, then masterfully presenting it to the reader.
Good copywriting is about striking the right balance between enough technical details that appeal to our reason, and triggering emotional reactions that lie at the base of our decision-making processes, while being ethical about it.