| Not long ago, a good friend of mine was | | | | Yes, it takes work and effort but, since one bullet |
| wondering about how to write lots and lots of | | | | (literally) can carry the sale, it is always worth the |
| bullets for his sales letters and ads. | | | | effort. Especially if you want to make your ads |
| Bullets being those little nuggets of info that | | | | more persuasive and sell more. |
| copywriters use to show lots of benefits and | | | | It also helps to study successful bullet point |
| "teasers" throughout their advertising. | | | | structures. |
| Some copywriters can write (literally) hundreds of | | | | In other words, look at ads with bullets that "sold" |
| these bullets. The late, great copywriter Eugene | | | | you and use their structures in YOUR ads. Don't |
| Schwartz was especially known for being able to | | | | copy any bullets word-for-word as that is |
| write a ton of bullets. | | | | unethical and, probably even illegal. |
| While others often struggle with their bullets. And | | | | But study and copy the structure and the |
| are lucky to be able to crank out 10 or 15. | | | | dramatic "flow." |
| Luckily, it's pretty simple if you know the trick. | | | | I look at bullets almost like poetry. |
| And that trick is simply doing a whole bunch of | | | | The best ones have a certain rhythm and "beat" |
| research. | | | | to them. |
| In fact, the MORE research you do -- the MORE | | | | It's kind of hard to explain. But if you study |
| times you go through the product, examine it, | | | | enough good bullets, it'll eventually click. |
| and study your market -- the MORE bullets you | | | | And when it does, you'll be a bullet-writing |
| will be able to write. | | | | machine. |