Hmph, my take is good copywriting improves the readability of any content. A copywriter is essentially a storyteller that takes an otherwise boring piece of info and make it into something engaging.

An example that comes to mind is the movie Inception. For years Discovery Channel and gang had been trying to explain dream psychology and the subconscious mind, and they only manage to educate a small group of enthusiasts. But when Christopher Nolan spun a suspenseful story with interesting characters and engaging plots, suddenly all the movie goers started understanding those deep concepts, and I'm willing to bet they would them research further on the two topics.