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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