I keep running into this little conundrum.
One of the most important goals of copywriting is persuasion.
In fact, it’s kind of the most important goal, because if you’re not trying to get your readers to do something, you’re probably going to stop calling yourself a “copywriter” and just go for “writer.”
Writers can write without a call to action, but then writers also get to mull their words carefully while drinking tea. Copywriters can’t do that. They’re on deadline. They need high-octane espresso.