| One of the most powerful bullet point tactics I | | | | out of a fact in the book that says you can calm |
| ever learned was from a master copywriter | | | | down hyper dogs by playing classical music. |
| (who has controls with many of the biggest | | | | In this case, you can say: |
| mailing houses in the world) named David Deutsch. | | | | - The one kind of music that'll calm your dog |
| And what he said was, when you are writing | | | | down and help him go to sleep at night...no matter |
| bullets for books and information products you | | | | how strung-out, hyper or scared he is. |
| should structure them in a way where you are | | | | See what I mean? |
| very specific about the problem...but purposely | | | | You are giving away the fact that music can be |
| vague with the solution. | | | | used to calm a dog down. But not the exact kind |
| He actually compared it to baiting a hook. | | | | of music. In order to learn that, they have to buy |
| Where you bait the hook 9/10 of the way, with | | | | the book. |
| that small little piece of information (without which | | | | Anyway, try doing this with your bullet points |
| renders the secret you are writing about | | | | next time you write an ad. See if you can't give |
| impossible to understand) purposely left off. | | | | 90% of the secret away while leaving off that |
| For example: | | | | vital 10% someone would need in order to have |
| Let's say you are writing an ad for a book about | | | | the full secret. I'm sure you will find it just as |
| how to train dogs. | | | | useful and profitable a secret as I have. |
| And let's say you wanted to make a bullet point | | | | |