Clint's right. Whatever "it" is that the great copywriters have, they didn't learn it from books. They were gifted with something that comes from a higher place. Sure, they may have learned copywriting theory from books, but their talent is definitely supernatural! For example, I used to be a pretty good basketball player in my younger days, but I was no Lebron James! He really is "the chosen one!" I write decent copy. But I can't touch Michel Fortin. I realize and accept that.