Something happened recently that provided incontrovertible proof of the importance of an infallible rule in copywriting.

I knew it all along but never saw it proven to me in such a personal and direct way.

What am I talking about? No, it’s not the headline. It’s not being emotional. It’s not benefits. And it’s not split-testing.

Sure, all of those things are important. Very important. But the one element I’m referring to, the one element that can transform your copy into a sales-inducing powerhouse, is…

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What’s the single, most important element in copywriting?

Let me say it another way.

You’ve done your research. You found a starving market. Your product fills a need. And your sales copy shines with benefits. If everything is so perfect, then why is your product still NOT selling? Is it the price? The offer? The competition?

Maybe. But not necessarily.

The fact is, these things are not always to blame for being unable to sell an in-demand product, even with great copy. In my experience, I believe it has more to do with one thing:

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