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How to Extract Doubt From Your Sales Copy

By Michel Fortin in Featured

A few years ago, something happened 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, either. In fact, my opening paragraph gave you a clue.

Sure, the headline, the benefits, and all those things are important. Very important. But the one element I’m referring to, the one element that can transform flimsy, “yeah-right” copy into a sales-inducing powerhouse, is…