What’s the most important part in copywriting? Is it the words? The headline? Bullets? Testimonials? Guarantees? The offer?

Nope.

None of these, while all important, are not as important as this one, single yet powerful element. It trumps all the others by a longshot, and it’s the one element that all copy must absolutely have to succeed.

And once I tell you what it is, you’re going to say, “Of course!” But, it’s not what you think — at least, not in the way you think…

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“Success is simply a matter of luck. Ask any failure.”
– Earl Wilson

Goals properly aligned will give you an impelling momentum that, like a snowball rolling down a snow covered hill, increases in size and speed along the way. The more you work on your priorities, the more motivated you will become and the more timely the results you will produce. They will increase and keep on increasing.

Pam Lontos once wrote, “Momentum creates more momentum as motivation actually feeds on itself.” Each little success achieved will increase your self-esteem, your effectiveness, and of course, your efficiency.

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“Strong lives are motivated by dynamic purposes.”
– Kenneth Hildebrand

While statistics prove that 90% of heart attacks happen on Monday mornings, it goes to show that motivation doesn’t come from work. In reality, most people find themselves working in jobs they hate.

Some wake up in the morning feeling lethargic and hit the snooze button one too many times. Some work only “for the weekend” and take more time to prepare their vacations than they do their own lives. And some who become “workaholics” end up working themselves either out of a job or into a grave. In short, getting motivated by one’s work is impossible. In fact, getting motivated by anything outside of oneself is impossible.

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“We are at our very best, and we are happiest, when we are fully engaged in work we enjoy on the journey toward the goal we’ve established for ourselves. It gives meaning to our time off and comfort to our sleep. It makes everything else in life so wonderful, so worthwhile.”
–Earl Nightingale

“Success is a journey… Not a destination.”
–Ben Sweetland

Goal achievement is considered by some to be success, for it is true that success is defined by the achievement of a desired objective. But you may have noticed that I like to use words such as “potential,” “alignment,” or “successfulness” to describe this true success to which I am referring. As you can understand, goals are personal and success is relative to the individual.

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“What’s money? A man is a success if he gets up in the morning and goes to bed at night and in between does what he wants to do.”
– Bob Dylan

“There is only one success: To be able to live your life in your own way.”
– Christopher Morley

In truth, when one seeks an external form of success, what a person truly seeks is its essence such as happiness, peace of mind, a sense of fulfillment, and so on. What is success without any of these anyway?

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So, if you’re following the commandments, you should now have a unique name, possibly a tagline, and established yourself as the first or leader in your unique category. What about the service or product you offer? Do you offer an extraordinary product or service, or do you offer an ordinary one?

Even if the service you provide is customary, traditional, and probably offered by your competition, you should make it appear unique just as well.

Remember that perception is more powerful than truth. You don’t need to emphasize that your product or service is unique, better than the competition, or even the best for that matter. Doing so by declaring that it is can sometimes be worse than not saying anything at all, and the reason for that is that it makes your self-serving claim appear suspect or exaggerated.

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I’m up for a challenge.

Just recently, my friend and SEO blogging expert Andy Beard posted an article about an interesting case study.

After simply rewording the headline of a blog post, John Wesley literally multiplied his traffic to one of his blog posts by 10 times.

With the same post!

In other words, nothing was changed except for the headline. The article was exactly the same, word for word. But by changing the headline slightly, the blog post drew a ton of traffic, particularly from social networking sites.

Well, now’s your chance to have me do the same thing for you — and learn a thing or two, too. Here’s how. Let me rewire one of your own headlines for maximum selling power. But there’s a catch…

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