I personally write all copy myself and I made myself a life-long student of copy. It definitely is something you can learn and I believe that it is something everybody in this industry should learn. Maybe you won't write the copy for your product, but some copy knowledge makes you at least capable to distinguish good copy from bad copy.
The best part is that you can start learning about copy for free from copy master Gary Halbert on thegaryhalbertletter.com.
His sons published his newsletters online to share his copy and marketing wisdom with the world.
Other great copy writers that helped me along the way are:
John Caples (Tested Advertising Methods; the idea that you should test everything made a big difference for me)
Joe Sugarman (The Adweek Copywriting Handbook; he taught me the 32 psychological triggers and the idea that good copy is a "slippery slide" for the reader)
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