Not to put too fine a point on this topic, but, you’re dead in the water without one. It's not just corporate executives who need effective language to be the message. The most successful advertising taglines are not seen as slogans for a product. They are the product. There should be no differentiation between the product and its marketing. Words that work reflect not only the soul of the brand, but the company itself and its reason for being in business.
Ask yourself this: What's the big idea?
Although there may be some overlap, if your copy reads more like an owners manual and less like an advertisement, you're probably not getting the most out of this precious opportunity to influence your prospective customer. It's all about the delicate matter of just enough persuasion mixed in with information.