The case for good copywriting, installment one

Bad and mediocre copy are like junk food. You won't got hungry using them, and they can even provide a welcome relief from client whining when you just give them what they want instead of what they need. However, that sort of writing will only create a fat, marginally effective beast that will never be the lean, competitive superstar your client wants to be. So, stop feeding your clients the twinkies they cry for. Hire a good copywriter and shape your client into a champion.