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. The kids have to go to baseball practice and ballet, you have a business trip coming up and the dog is far overdue for his shots.