All words in written copy should give readers not only information and, yes, value, but sustenance. Something to thoughtfully feed upon, intensively consider, aside from the product being pitched. The thoughts that result in the reader make purchasing more likely, as they’ll see your client’s copy, that you wrote, as a beacon of knowledge. It made them think. There’s “value” in thought, alone. In the act of thinking. Don’t write to make readers think. No… Rather be the act of thought itself in the copy you write. Believe me, they’ll think. And, I vow, there’s a high likelihood they buy. And if they don’t buy now, you have their attention NOW. There’s always a chance they’ll be back. Why? The copy you wrote left an impression.