I learned how to play with language in poetry class. Before that class, it was all grammar and essays. Where's the fun in rules? Luckily, writing poetry taught me that rules, once learned, should be broken. Be warned: break those rules at your own risk and only in order to produce a desired effect or result.
So what the eff does poetry have to do with copywriting? Copywriting plays with language to produce a desired effect in a reader/potential customer. The desired effect is usually to buy the company's product. But what is the immediate reaction that happens before the buying? There is an emotional response: desire.
Poetry or a song can make you long for a lover. Copy makes you long for a lipstick or a Sprite.
Let your copy touch hearts.