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Also called “fascinations,” bullets do just that...
Bullets fascinate readers with numbers, proof, drama, and trigger words.
Bullets use formulas, comparisons, explicit claims and implicit promises to create seeds of curiosity that are compelling—and often irresistible—to readers.
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Writing bullets is the most important skill you can develop as a direct response copywriter.
Because it’s such a versatile skill...
That is, if you can write great bullets, you can also write great headlines and subheads, great openers and closers, great subject lines and postscripts.
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Microcopy is concise, clear, small-print text that helps or encourages readers to complete an “action” on your website or app.
It’s how the great copywriter, Gene Schwartz, thought about the discipline…
If you aspire to write good copy, watch and read these things religiously.
Make it ugly.
Let me explain…
The longer you focus, the more focused you will become.
Focus long enough and you’ll tap into something called Deep Work…
There’s a marketing tenant every good copywriter respects…
Knowing that, here are the words and phrases every copywriter should use…
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As a teenager, I sold magazine subscriptions door-to-door. At first it was hard and I was unsuccessful.
Then I picked up a trick that skyrocketed my conversion rate…
This strategy is scientifically proven to help writers — and anyone else — spur their creativity.
“I can do that,” said The Copywriter. “But first let me ask you a question.”
“And how many of us have persistence enough in following out our ideas of what is obvious?”
If your goal is to write tighter copy — copy that says more in fewer words — try this 15-minute exercise.
Sometimes that feeling — that mood — is already there, all around, omnipotent and omnipresent.
Joyce was a magisterial novelist, but he would’ve made a miserable copywriter.
Smart writing is clear and concise. It’s easy for the eyes and mind to follow. It’s accessible and unpretentious, easy to consume and hard to create.
Smart writing is readable. Effortlessly readable.
Be a copywriter, not a coward.
If you can back up your claim, write the copy. If you can’t, be a professional and do the right thing.
Don’t write headlines that are flat, invisible, like white paper on a white desk. Write compelling headlines that stand out. Headlines that contain emotion, image, logic, and promise.
Here’s how to do that.
A visceral response is a physical reaction to a non-physical experience, an emotion.
If you feel it, don’t dismiss it. Let it wash over you.
You’ll be a more empathetic person for it — and a better marketer, too.
“We’re talking about him having an accident,” said the man, whispering. “Just walk up to him, put your hand on his back, and give him one big push!”
Don't sell chips. Sell a worldview.
It boils down to a simple three-step process ...
“I was The Onion’s editor at the time so, mainly, I was just punching up or rewriting other people’s work,” said Scott. “And so when I sat down to write the pilot, I was like, ‘Shit! I have writer’s block! I got nothing!’”
CHICAGO—Saying he was ‘more than happy’ to jump on the call, Scott Dikkers, The Onion’s longest-serving editor-in-chief, graciously gave time out of his day to talk to a copywriter about how to overcome writer’s block.
As a copywriter, it’s tempting to get lost in the majesty of your creativity, your ideas.
Looking inward for ideas will burn you out.
Want more ideas than you could ever use?
Confident copy says, “Go ahead, you’re making the right decision.”
Great copy starts with efficient questions.
If you can write great bullets, you’re a great copywriter.
Period.
That said, here are several classic examples from some of the best copywriters to ever do it, including Gary Bencivenga, Gary Halbert, and John Carlton:
“Learn the most important advertising question. Just five simple words, but they trigger more giant breakthroughs than any other sentence ever spoken.”
“Learn why the two most powerful words in advertising are no longer NEW and FREE. You’ll be shocked at what they are. Understand the secret behind these two simple words, and you will have cracked a whole new code, tapped into an atomic power for exploding response.”
“The 10 easiest markets ‘rookie’ copywriters can tap for maximum profit with minimum risk!”
“The single most important element of any sales message... and how to exploit it for maximum sales!”
“The Real Reason people choose to buy anything -- the secret truth long known by master salesmen, sociologists and ‘con men’ finally revealed!”
“10 stupid things most ad agencies do that you should never imitate!”
Bencivenga, Halbert, Carlton, and other old-school copywriters peppered their sales letters with HUNDREDS of bullets. It actually wasn’t uncommon for 50 percent of the words in a sales letter to come from bullets.
Bullets are that effective at capturing attention, inciting interest, creating desire, and driving action.
Always have been, always will be...
Don’t know how to write great bullets?
That’s OK. That’s why you’re here…
There’s a proven 3-step process you can follow to learn this incalculably valuable skill:
STEP 1: Find a list of 100+ bullets written by a master copywriter.
Note: you can find a list like this at the bottom of this page.
STEP 2: Transcribe each bullet onto a 3x5 notecard.
Note: you should first read the bullet aloud twice, then write it out by hand, then read it out loud once more before moving onto the next one.
STEP 3: Reread your stack of notecards once a day for 30 days straight.
Note: you should read each card out loud, too. Do so slowly and clearly, giving yourself plenty of time to think about the composition of each bullet.
Now, you should know…
Most people will NOT do this.
But those who do will “get a neurological imprint of writing good bullets,” wrote Gary Halbert, who invented the exercise.
“You see, there are no shortcuts,” explained Halbert. “But the real payoff is what you’ll be giving yourself by the simple act of doing it.”
Because copywriters conjure emotion for a living.
The buildings in Jaipur, India are built of vibrant red brick. The entire place glows like Mars.
Writers share their work.
Perfectionists hoard it.
"I'm sorry about all this," I said.
"Thanks," he said. "But I deserve it. Things could've been different."
Here's a learning tactic.
It's what I do when I want to internalize a book — or an article, for that matter. You can do it, too.
“You have to be more concise,” he said. “You write like a water hose. You need to be a nail gun."
When Big Lurch woke up, he was alone in a prison cell, confused and covered in blood.
As a content marketer, your most valuable asset is not your content.
Pressure and time. Pressure and time. Pressure and time.
Words are commodities. Anybody can fill space on a page.
Simplicity can be impactful.
Thank you, grandma.
Every time you're blocked ...
What's the purpose of your first line of copy?
They never have ...
Ideas, like love, can escape you. Don't let them.
Passion drives success.
Kevin Kelly, Co-founder and Editor of Wired magazine, on God and meaning of life.
Three billion people have access to the Internet, but only a third of those people speak English.
Just because you can, doesn't mean you should.
And it isn't even about copywriting ...
There are two types of bullet points: Those that break up text, making information easier to digest. And those that sell.
Swearing can be a powerful gesture. It could also be meaningless ...
Three simple rules that'll make your copy bolder, clearer, and more persuasive.
You should know, I'm not sexy. Sorry.
The one question that will help you write devastatingly creative and effective ads.
Whatever it is, nobody is going to buy it without ...
Creativity is like a muscle: It grows and develops with exercise, practice.
LEARN TO PERSUADE
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WRITE BETTER.
MARKET BETTER.
SELL MORE.
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Judge not lest ye be judged.
You’ll know you’re good.
You’ll know you’re good because a few clues will give it away…