As a copywriter you should always be training and improving your skills just like an NBA athlete. There is a reason why LeBron James is still the best basketball player and in the prime of his career at the age 35, while other players his age are retiring… preparation. When he’s not dribbling the basketball he’s got 20 TV’s replaying every single game that happened on that day. He’s dissecting every single play from his competition while he’s sitting in his cryotherapy chamber reducing the inflammation in his body. Without his immaculate preparation LeBron may have peaked at 32, but because of it we may see LeBron win a ring when he’s 40. The LeBron example can be applied to any industry, but especially copywriting. Without preparation and continued practice your Click Through Rates (CTR) will certainly dwindle. The best way to improve your copywriting and ad image selection is by studying the best ads and understanding why they work.