Copywriting course in a picture.
All you need to know.
Your potential customer, your Target, your source of INCOME, is either sitting on the bench staring across the bridge to greener pastures, or walking in circles around the path getting nowhere, or is just out of sight and isn't aware of the bridge.
YOUR job as a copywriter is say/show the right thing for that Avatar, and stoke the fire, even if only small embers, and help them take action to cross the bridge today.
Any questions?
G