Imagine getting a brochure in the mail with nothing but pictures. They're pretty pictures. But "So what?" you say. What do they mean? What is the marketer who sent this to me trying to say? We aren't cavemen looking at drawings on a wall, after all.
If that makes sense to you, then you understand the dilemma of a modern-day marketer. Pictures may be worth a thousand words, but unless they accompany actual words, they're just pictures in a vacuum. You need great copywriting too.
In fact, savvy marketers know that it is the copywriting that actually sells and gets the reader to take action. It's the words on the web page that get the click-through. It's the words in the brochure, or on the billboard, that get the reader to pick up the phone and call you. The graphics are there to support the copy, not the other way around.
It's important in marketing to make sure you get the horse and the cart in the proper order. If you don't, you might not get anywhere.