http://www.youtube.com/watch?v=EYW8gfdGLfA

Of all the elements of a web page you can split test, the most important element in your copywriting is the offer. I know many copywriters who start writing copy not with the bullets, not the headlines, but the offer itself. After you have grabbed your prospect's attention and given them all the information they need, the thing that is going to get them to decide whether or not to buy is the offer.

I did not realize this until...