Bullets are one of the most under-utilized treasures in amateur copywriting. When you create a sales letter, contrary to what you may hope, most of your prospects are never going to read the whole thing. The idea is that you will appeal to as many types of people as possible with your letter and offer them the type of information in the way they like to digest it. Bullets have mass appeal and they might just close the sale.
When you are writing bullets, you need to treat each one as if it’s a mini headline for the product. You want to appeal to the benefits of the product, as well as specifics that the customer will get when they make a purchase.
Some customers will purchase your product entirely based on a single bullet statement that appealed to them deep in the copy. This is what you need to understand. Each person’s reason for buying will be different, so it is your job as a copywriter to appeal to as many people as possible.
Be specific when writing bullets. Show page numbers in the product. Tell them what color it will come in. Explain how their life will be better if they just use one of the 425 tips that you are listing in your e-course. Bullets are the way the most people can skim through the content and understand exactly what the product will do for them.
Make your bullets short and easy to read. If you have huge blocks of bullets, split them up a little with a Johnson Box or some sub-heads. You don’t just want to have a huge list of bullets. Make your copy pleasing to the eye as well. There is a certain amount of graphic design and balance involved in the creation of any good sales letter.
For each letter you write, try to create at least 200 bullets and then pick the best 75 from there. There is no set amount. More involved products, may take more, while smaller products will take less bullets to close the deal. This is a starting point. What you don’t want to do is just to write any bullet that you can think of and put it in your letter. Bad bullets can reduce your sales as much as good bullets can help you close. You don’t want your sales letter to look like it was written by an amateur.
Joshua Black is the developer of the Underdog Sales Letter System. This report gives you all of tips, templates, and tricks necessary to create your own customer-grabbing sales letters in as little as 8 hours. Check it out at: http://www.sales-letter-system.com.
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