No matter how good you are at what you do, if you don't know how to talk about the value of your product or service in a way that's clear and compelling — you're handing a lot of potential business to your competition.

The fact is, you're the expert in your business. But it's often tough to be objective about what will compel your customers to take action. And it's hard to truly appreciate the time and effort that goes into concise and effective (but seemingly effortless) copy—until you try to write it yourself.