Because copywriters know the truth. Words have a huge influence on us all. They can lift your spirits, make a bad situation better, motivate you to keep going and entice a customer to buy.
Words are astonishingly powerful.
Words are our sole source of communications. A friend carelessly says something that makes you feel embarrassed or insulted. Those loose words cause you not to speak to each other for a year. In the copywriting world Words hold the power to intrigue customers or send them packing. It all revolves around the emotional impact of words on your specific target customer.