There are a lot of good writers out there. There are even a lot of great writers out there. But a copywriter - a great copywriter, does more than just write. The copy is only one part of the ad, brochure, website, or flyer, a great copywriter has the ability to write persuasively, research facts, and think in terms of the "total marketing piece."
Many times, they see a business or idea in a new light. They draw out the key benefits of your product or service. Ultimately, a great copywriter communicates those benefits with excitement and has the ability to create that feeling in the consumers mind.
A great copy writer is able to increase sales and generate leads through persuasive language that will convince prospects that your product is better than the competition.
It can often by difficult to find the right angle for a product or service. A great copy writer is not only creative but is a capable researcher and can work with your company to help find the best way to say "buy my product."
Great copy is worth its weight in gold, because it can make the difference between a product that sells five units, and that same product selling five thousand units. Great copywriters are worth every dollar they make.