It’s true that for any product or service to really blow the lid off of sales, it has to be intrinsically worth buying, but who is the first person who gets to answer the question “Is this product worth buying?” It is the copywriter.
Remember, value is not a zero-sum game. There is not a fixed amount of value in the world, with the producers of the world vying to claim a piece of it. To the contrary, value can be created out of thin air, and be just as tangible as the money in your wallet–and just as bankable.
Consider the fact that there is no intrinsic value to a coupon stating that the bearer can get a $10.00 gift card by spending $50 or more at a local clothing store. The value originates purely from the words on the coupon designed to evoke a desire within the reader to hop in the car and go buy something.
The words on the page create value where before there was only a piece of paper.