Every word has a magic in it. You must think of every word in a very deep manner.
For example: The word proud when used in a copy, can make the organisation look very humble yet satisfied for whatever it has achieved. It makes people perceive it as approachable and makes the organisation attractive.
Other words may sound boastful from which every copywriter must run away.
Anyone can write but few can decide the right words, for which each word can make or break your message and change the tonality for good and bad.
The words must be picked so that sentences aren’t wordy, yet they convey the meaning completely.