If I were to teach a course on effective copywriting and visualization the first I would do is recommend a textbook.
Heck no. I would not recommend any textbook, although who am I to pass judgment on an author who put their all in quality writing.
With media constantly competing for our attention the very first thing I would tell someone interested to write copy is to walk into a supermarket cereal aisle and study the boxes. Then ask yourself, which ones got your attention? Was it the copy, color, images, etc.
Even read your spam email in terms of headlines. Which ones did you read for an additional second before you assign them to be trashed?
Words on packages like FREE, 100% Satisfaction Guaranteed gives products a boost. For how long depends on the customer and effective marketing.
Keep in mind for products like cereal, sugar, and so on, the only difference in the product is that there is no difference. The difference is in the packaging.
So before you toss your items into a shopping cart. Read what it says. Do the words help tell a story and influence you to buy Or is it the package?
Books I read on the power of packaging:
Disrupt You by Jay Samit
Ogilvy on Advertising by David Ogilvy
Permission Marketing by Seth Godin
And any book by Debbie Millman
Grocer On a Mission 