Words are like witchcraft.
They conjure up feelings - they incite, they inspire, and they compel us. You can wield that power too, but you have to ...
Evoke powerful emotions.
That's what they're meant for, after all: to elicit feelings of love. Outrage. Desire. As a business, the only way to rise above the noise is to play upon those emotional heartstrings and you can't do that if your copy is bland as sawdust, can you?