Sales copywriting is beautiful. Just as a sculptor whittles away a block of wood to reveal a figure, a copywriter carves and shapes the information until only the words that best represent the product or service remain—in a form that helps the customer understand how it will improve their life. In the hands of a noble writer, this can help a client find something that perfectly fits their needs and desires. It only becomes nefarious when it is used to sell things that don’t add value to the purchaser or the world. In this manner, copywriting is a neutral tool that can build as much as it can hurt.
