I got this great question about writing bullets this weekend.
If you have any questions you want answered in these daily tips, please send ’em on over.
In the meantime, let’s git. it. awn…
QUESTION: Hi Ben, I have been reading some of your ads. And I wanted to know how do you write so many bullets??? Some of your sales letters have 100 or more! What is your secret for doing so many?
BEN: It’s all about the research, baby.
The MORE research you do — the MORE times you go through the product, examine it, and study your market — the MORE bullets you write.
It takes work but, since one bullet (literally) can carry the sale, it is always, always, always worth the effort.
It also helps to study successful bullet point structures.
Look at ads with bullets that “sold” you and use their structures in YOUR ads. Don’t copy any bullets word-for-word (seems to be a lot of that going around lately).
But the structure and the dramatic “flow.”
I look at bullets almost like poetry.
The best ones have a certain rhythm and “beat” to them.
It’s kinda hard to explain.
But if you study enough good bullets, it’ll eventually click.
And when it does, you’ll be a bullet-writing machine.
OK, that’s all for today.
Until next time…
Ben Settle
P.S. Speaking of writing bullets… a while back, I created a long list (several pages) of bullet “templates”. I scoured dozens of ads and tediously “reverse engineered” them into fill-in-the-blank bullet points.
It’s easily one of my most valuable copywriting tools.
And, as much as I didn’t want to give it away (and create “rival gunslingers” in the copywriting world), I have included it on the CD that comes with The Copywriting Grab Bag book:
