You want to hire a copywriter to write something: an ad, a speech, a book. Your prospective ink-stained wretch will ask you: "What response do you want?"
The piece of writing is communication. Your copywriter will target a specific audience. What do you want that audience to do?
If it's a Yellow Pages ad, you might want:
* customers to crowd your showroom floor, waving credit cards frantically in the air as they besiege your salespeople;
* your three main competitors to sell up, knowing that bankruptcy is staring them in the face --- how can they compete against your excellence?
* (if you're a plumber or other service person) customers to call you when they have an emergency, because your ad tells them that you're available 24x7.
You know your business. Your copywriter knows how to write. Think about the response you want. It's your copywriter's job to get the response.