I’ll never forget this for as long as I live.

The real estate office manager marched to his secretary’s desk. He rubbed his face in frustration. I stopped making cold calls to spy on their conversation.

In muffled tones, he told her to write a “house ad” for a new listing. He wasn’t sure what to write. So he told her to come up with something. Anything.

Back then I sold real estate for a living. I just started learning how to write ads that work. But I couldn’t believe what just transpired.

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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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