Great ad copy has the ability to capture the attention of potential customers and move them into your sales funnel. Advertising is a lot like sports. You can buy the championship (we’re talking to you Yankees) or you can build culture and reputation from hard work and determination. Copywriting is the “hard work and determination” that lets the little guys win. When people know who you are, they understand why you are different. If your goal is for people to understand why they should be your customers, then you have to be able to explain what makes you different.