Everyone is the world's best copywriter

Think about it. The best copywriters in the world possess that special ability to make the most complex things appear simple as hell to us. The best advertising is that which allows us to see something in all its simple glory. The best ideas in the world are simple distillations. When you see the best ads in the world, you think to yourself "Wow! That's so obvious. Why didn't I think of it?" That's probably why so many clients think they know how to write better advertising. When somebody shows you how to, it's always seems so simple to. Unfortunately, the hardest thing to learn is simple.