and any competitors with bland unmoving images that have no emotional resonance. One way to put this is that your job as copywriter is to occupy the cognitive space of the reader, that portion of the mind which is processing words and turning them into sensory impressions. And if you can fill that space with striking and emotionally-charged imagery, you'll stand a much better chance of making an impact than if you use language in the manner of a tone deaf job centre official with a bunged-up nose.