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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Now that the wedding and honeymoon are over, I want to share with you some important news, as there are many things I need to explain but didn’t want to share until today.

After much reflection, we decided to make this information public for a variety of reasons. One is to offer our apologies. Another is to create awareness about an incredibly important issue.

First, the apologies.

You may be expecting us to see us speak at an upcoming event — such as the Focus 4 The Future in the UK this weekend, in Las Vegas at the World Internet Summit, or in Baltimore at the Internet Marketing Main Event in September.

However, we’ve decided to make some drastic changes to our plans for the next few weeks. And that includes cancelling our travel and speaking schedules for September and early October.

Here’s why…

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