Are you speaking the right language?
Pick up some paint and a brush and you're pretty much guaranteed to create something that will get a positive response. Making people paint that picture in their heads using words... that's a bit more difficult.
The words you use set a tone and generate a response from the reader. You've got once chance to get writing right, because they're not going to go back and reread to try and figure out how you want them to interpret it. The reader will decide everything about your brand, your business and your products, and if the message isn't well thought out that decision isn't going to be a good one.
When combined with a powerfully executed design, good copy writing can close the deal and be a crticial tool along the path of devastation for your competitors - mightier than the sword as it were.
Well crafted copy is an art form, one that is usually neglected and entirely under appreciated. Ignore it and the outcome could be a big surprise, like finding a hair in your dinner. If your customer happens to find that hair, they probably won't be back.