In the absence of a strong personal idea, authority is followed in the matter.
We do it as children, and advertising with the various testimonials has always
done so.
It is a lever of very ancient acquiescence, dormant in our animal unconscious,
which in the evolution of society has been maintained over time. Think of the
charm of the uniform, rather than that reassuring white coat used by actors
who are perceived as a symbol of reliable scientific authority.
Hence, writing is love, and principles of copywriting are the concrete
demonstration of this concept. The goal is important; the copywriter must
give your company one more chance to increase conversions. But credibility
is also important, not to mention respect for those who read your texts.