Luke Sullivan was an author that changed the way I approached marketing & advertising. His book "Hey, Whipple, Squeeze This: A Guide to Creating Great Ads" is the best book on copywriting that I've ever read.
Recently while working on copy for the next version of the neboweb site I started to get frustrated about the quality of the headlines I was concepting. Then I remembered his one piece of advice. Write 100 headlines for every 1 that you want to use.
Even Luke Sullivan realized that persistance trumps talent.