It is not about me, my products or services...
It is all about YOU, and your happiness.
I teach the concept of Prospect As Product.
When you begin a copy project, if you draw your prospect inside of his igloo of preoccupation, and do your research and get to know him, then you can start to figure out what will make him happy, even though it is his happiness, which could be a solution to a very difficult problem.
IT IS NOT ABOUT ME.
IT IS NOT ABOUT MY PRODUCTS OR SERVICES.
THIS COPY IS ALL ABOUT YOU AND YOUR HAPPINESS.
If you want to start practicing as a newbie, then this is a good starting point and old pros, well, you're welcome for the refresher.
PS. From this starting point, you can get to the end of the maze, and backward chain the steps it takes to get your prospect there.