Ask them what it is that they want. The actual statistics are that only one out of every seven products turns out to be a winner. If you can't answer those questions in one quick sentence, then you don't have the type of UWP you need to succeed in today's worldwide business environment. Spend some time and visit the competition. For example, in the internet marketing sites out there, so many of them are only me-too sites.
Concept is more important than ad copy.
A poor concept could never be made profitable even by the best copywriters out there. I believe in automating as much of the sales process as possible, but there still comes the time that you have to deal with people like people. We run the numbers on our sales statistics, but people are not just numbers. Always remember the human element. Those aren't just email addresses out there.