The Ultimate Copywriting Handbook

And second, few others know your product and your market as well as you do.
No matter how hard you try to convey important points about your product to the
copywriter, you know you’ll lose something in translation.
So what can you do? Your first option is to continue to write sub-par copy for
most of your sales letters; and simply hope that it will do the trick.
However, if you’re more realistic with yourself, you’ll probably quickly see the
problem with doing this—namely, that you’re leaving hundreds or even
thousands of dollars on the table every time you create a sales page that
converts 1%, rather than 2% or 3%.
And this is precisely why you must learn the art of copywriting: it will not only
save you money, but it will also ensure that you have a master copywriter
working on every project you initiate.