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.
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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If you can write great bullets, you’re a great copywriter.
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.”