Everton boss Dave Moyes wants Andy Johnson to get nastier.
Moyes, whose side face Tottenham at White Hart Lane in the Premier League tonight, said: "He needs to exude an air of confidence a bit more. He's a senior player and an England international and I keep telling him he has every right to have that about him. If I had scored 12 goals in the Premiership from open play, like he did last season, I would be walking round with my chest out, saying: 'Come on, bring it on'.
"But Andy's not like that. He's a quiet lad, very humble and a hard worker for the team, which helps make him such a popular figure. But maybe he could be a bit more demonstrative. It's in there somewhere. He just needs to bring it out and say: 'Come on, I'm going to kick on from here and be one of the top scorers in the Premiership'.
"That has to be his target, along with making sure he's in the England squad who hopefully make it to the European Championship finals. A lot depends on the service we give him but if it's anything like what we want, he can definitely be up there with the leading scorers this season."
Moyes believes a summer of sacrifice by his former Crystal Palace striker is beginning to pay dividends. He said: "After needing an ankle operation towards the end of last season, Andy decided to forego his summer break and spend it working on his fitness here at the training ground.
"That tells you everything about his desire to keep progressing and I've already noticed a marked improvement in his general play."