What makes poetry, poetry?

In ordinary speech - including prose - the meaning is important, but the words used hardly matter at all. In ordinary speech you can 'say it a different way' and it means exactly the same thing.

In poetry the precise words matter:

Shall I compare thee to a summer's day?

Thou art more lovely, and more temperate

cannot be expressed in any other words without significantly altering the meaning.

When you speak a magic spell, you have to get the words exactly right - otherwise the magic doesn't work (or you get some other kind of magic).

Poems are a type of magical language. You have to get the words exactly right: but as long as you do, wonderful things will start to happen.

I heard that poetry is really only "memorable speech".

Forming thought, feeling and expression into word.

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When you slowly, almost imperceptibly, nod your head while reading it.