There are two types of bullet points:
- Those that break up text (making it easier to read), and
- those that sell.
The former is relatively simple to execute. All you have to do is use bullets to break up your sentences (as I just did above). This technique will:
- Physically guide a reader's eyeballs down the page,
- isolate important pieces of information, and
- make your copy less daunting to read...
It's a neat little trick, I know. But it's not what this article is about. This article is about writing bullet points that'll sell anyone with a pulse.
And that trick is ingenious. Here it is:
Make your bullet points appeal to The 7 Deadly Sins.
Beyond being actions that would "send you to hell", The 7 Deadly Sins are also tremendous intrinsic motivators.
These are all things that feel great. These are all deeply human things. People ache for them. And, so, they make for powerful sales pitches...
For example, say you're not big on bullet points -- you just don't see the value in them -- and it's my job to sell you on using them. I might write a piece of copy that looks like this:
Well-written bullets points will:
- Drive prospects to read, re-read and share your blog article across all their social media properties... [Gluttony]
- Help you sell more product than your biggest competitor ever has or ever will... [Greed]
- Simplify your writing process tenfold, making it easier to relay a message than you ever thought possible... [Sloth]
- Compel fellow copywriters to flood you inbox, offering you astronomical fees to be their writing coach... [Envy]
- Force other business owners to study your killer sales letter, scouring it for clues to your success... [Wrath]
- Grant you the confidence you need to be a successful entrepreneur and thought leader... [Pride]
- Transform you into the Don Draper of whatever industry you're in... [Lust]
I know what you're thinking: These are a little far-fetched...
But before you go doubting their efficacy, let me remind you of a (selling) bullet point's purpose: To be a glimpse into the future; to be a beam of hope.
You've heard of Stephen R. Covey's classic book, The 7 Habits of Highly Effective People, haven't you? What do you think made up the outline of that National Bestseller?
Selling bullets are seeds of optimism, anticipation and confidence -- plant them in your prospects' minds and let their imagination make the sale for you.
Never underestimate the power of the human imagination...