| Once you've drawn your prospect's attention with | | | | When you tell someone there is a specific number |
| the headline you then need to continue the | | | | of tips, ways, secrets, places, people, or things, |
| thought in your opening paragraph. Your opening | | | | they'll begin visualizing those things, and wonder |
| paragraph should state and emphasize the | | | | about them. Help them visualize - it will increase |
| problem and then transition to the solution. The | | | | their desire for your offer. Make it personal for |
| best way to present that solution is with a | | | | them. |
| bulleted list. | | | | 4. Create mystery and anticipation |
| Why Use Bulleted Lists? | | | | For example "Learn the one costly mistake most |
| * A bulleted list your copy more readable. Landing | | | | new marketers make that costs them up to |
| pages in particular tend to be long and presenting | | | | $5,000 dollars every month..." Be sure to deliver |
| readers with walls of unbroken text will make | | | | the exact solution you promise - if you don't you |
| your information intimidating. Bullets break up the | | | | will generate annoyance and distrust - and lose a |
| text and make it easier for your prospect to | | | | prospect if they've opted in to your list or taken |
| read and understand what you're offering. | | | | you up on your offer. You will also lose credibility. |
| * A bulleted list is a better way to present a lot | | | | 5. Consider using checkmarks or other interesting |
| of details, such as features and benefits. | | | | graphics in place of plain bullets. Checkmarks add |
| * Bullets draw the attention of your reader to the | | | | interest to a landing page and draw attention to |
| key aspects of your offer. | | | | your benefits. Checkmarks turn your bulleted list |
| Here are 5 tips for writing bullets: | | | | into a "checklist" which communicating |
| 1. If you are offering something for free make | | | | completeness and value. The prospect feels they |
| the bullet about that, not your product. Don't | | | | are getting everything they need - and then |
| make your reader make two decisions at once | | | | some. |
| (i.e. To accept your free offer AND to buy your | | | | 6. How many bullets is a good number? |
| product). It will confuse them and quickly turn | | | | The rule of thumb is between 3 and 7, however |
| them off. | | | | you can have more than this. If you need to use |
| 2. Write specific bullets with specific benefits | | | | more bullets than this try breaking up the sections |
| "Learn how to increase your book sales" isn't | | | | so you have two distinct bulleted lists. |
| specific or compelling. "How one author increased | | | | Keep your word. Whatever you promise in your |
| book sales by 230% in 7days" is both specific and | | | | bullets or anywhere in your marketing for that |
| compelling. | | | | matter - make sure you deliver. |
| 3. Use numbers | | | | |