Your heavy attack is not intended to be a damage focus but a magicka resource regain focus. Light attacks and weaving them between abilities and trying to stop animations (as much as I hate weaving and thinks its a lazy design because they never tried fixing the combat system) is more the appropriate way to increase DPS.
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Lighting staff channel heavy attack. Which one will allow for harder hit?
This is on a MagDK in pve.
Spell damage is badicly 1 for 1. Max magica is 10.5 to 1.
Norrmally its more efficient to stack spell damage.
But.
You can make a huge max magicak pool on some toons.
Its actually best to go for spell damage max majica and spell crit and spell pen. Too little of one and you wont make up for it by a lot of one of the other.