If you have an ad with several pages of bullet points, and want to make those bullets easier to follow and less mundane to look at — as well as get people who’d normally skim over them to perk up and pay attention — then try this.
Let’s say you are selling an ebook on copywriting and have three, four even five pages (or more) of extremely compelling bullet points.
And you’re looking for ways to bring in some much needed “eye-relief” — as well as make the pages easier and more “inviting” to read.
And let’s pretend one of your bullets says:
- How to let copywriters who get paid hundreds of thousands of dollars per year do all the dirty work for you.
All you do is strategically space this bullet (and any others with especially dramatic promises) about 10 or 15 bullets apart and do one of the following three things.
1.) Turn the last six or seven words of it into a dramatic sub-headline. Like this:
- How to let copywriters who get paid hundreds of thousands of dollars per year…
Do All The Dirty Work For You.
The idea here being to take an already dramatic sentence — that may otherwise have just been lost in a sea of bullets to anyone not reading it all the way through — and drag it into the spotlight.
2.) Expand on the idea in the bullet underneath it, before going to the next one. Like this:
- How to let copywriters who get paid hundreds of thousands of dollars per year do all the dirty work for you.
This may sound almost unbelievable but it’s absolutely true. Believe it or not, there is a way to get a monthly “report” of all the best, most cutting edge copywriting techniques working right now…sent right to your home on a regular basis…and for under $100.
And guess what? This ebook is the ONLY place in the entire world where you can read about it.
3.) Do both — turn the end of the bullet into a dramatic subheadline AND expand on it. Like this:
- How to let copywriters who get paid hundreds of thousands of dollars per year…
Do All The Dirty Work For You.
This may sound almost unbelievable but it’s absolutely true. Believe it or not, there is a way to get a monthly “report” of all the best, most cutting edge copywriting techniques working right now…sent right to your home on a regular basis…and for under $100.
And guess what? This ebook is the ONLY place in the entire world where you can read about it.
Anyway, I have found this to be a really useful copywriting device.
Not only does it break up the “sameness” that several pages of bullets can bring to the look of an ad, but you are also more likely to force the skimmers and skippers to notice your hottest selling points, instead of blowing by them.
{ 3 comments }
I love it – a new spin that looks great.
Ben,
Another great insight that I am kicking myself for not thinking of myself.
Bullet points can be the strongest tool in a copywriter’s toolbox, but as you point out, can easily get lost amid page after page of sameness.
Other techniques I like to use are:
1)write occasional bullet points in the form of questions,
2) Begin occasional points with strong action verbs,
3)include both a strong benefit and a negative it avoids. For example, 5 ways to make sure your reader hangs onto every word, without hype or sacrificing your credibility.
Thanks for the knowledge,
Charles Brown
http://dynamiccopywriting.blogspot.com
Another really powerful addition you can make to your bullet points is highly relevant testimonials.
In your example…
* How to let copywriters who get paid hundreds of thousands of dollars per year?
Do All The Dirty Work For You.
This may sound almost unbelievable but it?s absolutely true. Believe it or not, there is a way to get a monthly ?report? of all the best, most cutting edge copywriting techniques working right now?sent right to your home on a regular basis?and for under $100.
And guess what? This ebook is the ONLY place in the entire world where you can read about it.
You might add…
“Like John Smith, a business owner like you from Detroit…
“Ben I couldn’t believe it. It’s like having my own team of top-flight copywriters on call 24/7 for just $100 a month. This service is just plain fantastic.”
This is a great way to increase credibility and break up your bullets.
Same thing with audio and video testimonials online.
Kindest regards,
Andrew Cavanagh
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