Probably not a title you expect to see on a business coaching blog but I'm often disappointed how little interest is shown in people learning how to write their own compelling copy.
No I'm not threatening to hire a hitman to make people listen to me!
John's thinking is that a gangland boss isn't squeamish about taking the appropriate action and would know exactly how to carry out the hit, even if he does send the muscle out to do 95% of the time.
It's the same with copywriting.
Just because you've moved beyond the level of spending a week struggling to to find just the right headline to pull people into the copy followed by compelling prose that keeps people reading, it does mean that you shouldn't be able to do it.
The reason's simple.
Unless you know what makes good copy, how can you judge what other people do for you?