a good *marketing* copy should make the reader feel one of five things:

1. clarity: i finally understand what this does and why it matters
2. urgency: this problem is more important than i was treating it
3. confidence: this brand knows the problem well enough to solve it
4. desire: this feels useful, relevant, or valuable enough for me to want it
5. identity: this is for people like me, with my taste, my problems, my goals, or my view of the world
of course good copy still has to sound good, hold attention, and avoid boring people to death, but these five points are easier to judge than “make it catchy”