Without a doubt the copywriter should be helping you to discover the 'why'. One of the greatest copywriters to ever live was Gary Halbert. Not only did Gary write great copy, he spent his life helping clients reshape their questions to find the real answer. I have also been doing this for 20 years. You must ask good questions and the why questions are the most important questions of all. If there is a big enough, compelling 'why', people will find a way to buy.
Michael Irvin - Marketing Expert