There are two types of bullet points ...
Those that break up text, making information easier to digest. And those that sell.
The former is relatively easy to do: Use bullets to break up your sentences and you're good. This technique will:
- Physically guide your readers' eyes down the page,
- isolate important pieces of information, and
- make your copy less daunting to read.
It's a neat little trick, but it's not what this article is about. This article is about writing bullet points that sell.
Here's how you do that:
Make your bullet points appeal to the seven deadly sins.
In other words, appeal to:
1. Gluttony: "An overindulgence of anything to the point of waste."
2. Greed: "An artificial, rapacious desire and pursuit of material possessions."
3. Sloth: "An absence of interest or habitual disinclination to exertion."
4. Envy: "A resentful covetousness towards the traits or possessions of someone else."
5. Wrath: "An uncontrolled feeling of anger, rage, and even hatred."
6. Pride: "A dangerously corrupt selfishness."
7. Lust: "An intense longing leading to immoral acts."
Dogma aside, these behaviors are all potent intrinsic motivators. These are all deeply human behaviors. People ache for them because they feel good, which makes them great fodder for copywriters.
For example, let's say you don't see the value in bullet points, 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 of 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 incredibly simple to communicate your message ... [Sloth]
- Compel fellow copywriters to flood your 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 to be a successful entrepreneur and thought leader ... [Pride]
- Transform you into the Don Draper of your industry ... [Lust]
A sales bullet point should be a glimpse into the future. It should be a beam of light, of hope.
A sales bullet point is a seed of optimism or anticipation or confidence. Plant it in the mind of your prospect and let their gluttony or greed, their sloth or envy, their wrath or pride, their lust for your offer make the sale for you.