"The difference between the right word and the almost right word is the difference between lightning and a lightning bug." --Mark Twain
Words are tools for copywriters and, just as a barista needs to use the best tools and equipment for roasting, grinding, brewing, steaming, and frothing, a copy barista needs to choose just the right word or phrase to make an idea percolate. Key words to attract attention, trigger words to incite emotional responses, persuasive words to urge your customer to close the deal quickly.
"Cookie-cutters are only useful when actual cookies are involved." --me
Too many copywriters out there adopt the same style for every project. Your customers are not the same as mine, so it's important for the copy in your promotion to seem to be authentically yours, not mine, not my last client's.
For that reason, I prefer to think of myself as more of a shapeshifter than a cookie-cutter. I can research your company and brainstorm with you to acquaint myself with your service or product. Then, I'll get inside your head (not the restricted areas, of course), analyze your persona, and adopt your voice so that it seems to be your words wafting out of the copy.