Ever watch that movie “Bonnie & Clyde”?<\/p>\n
Pretty gruesome movie.<\/p>\n
Especially the end — when ol’ B&C get sprayed with bullets.<\/p>\n
And while it may be gruesome… <\/p>\n
… it’s a perfect “metaphor” for copywriting.<\/strong><\/p>\n Because, you see, many of the best ads are almost ALL bullets. <\/p>\n They “spray” their customers with lots and lots and lots of bullets — bam! bam! bam! — one irresistible benefit and unique “twist” after another…<\/p>\n … until — sweet Moses! — they GOTTA have the “thing” sold.<\/p>\n This is why I consider bullets to be numero uno<\/em>.<\/p>\n More important than your body copy.<\/p>\n More important than your leads and hooks.<\/p>\n And even more important than the all-sacred headline.<\/p>\n Blasphemy, you say?<\/p>\n Well, think about it:<\/p>\n What is your headline and subheads and leads and guarantee copy and PS’s other than your best bullets?<\/p>\n Maybe not in “bullet” form…<\/p>\n … but the super-dramatic tension and drama and power is there.<\/p>\n And you can easily “shape” them into whatever you want.<\/p>\n So bullets are big time important.<\/p>\n And some extremely expensive products have sold on the power of just one, itty-bitty bullet point.<\/strong> <\/p>\n But here’s the thing:<\/p>\n Most people simply don’t know how to write a decent bullet.<\/p>\n In fact, most bullets you see (especially online) are limp and lifeless.<\/p>\n There’s no “energy” in them.<\/p>\n No drama.<\/p>\n No twisting or turning or tension.<\/p>\n As Ken McCarthy (the best<\/em> bullet point teacher I’ve ever seen) told me when I interviewed him for my Copywriting Grab Bag book<\/a><\/strong> — most bullets are not really bullets. <\/p>\n They’re more life wuffle balls<\/em> — easily avoided & ignored.<\/strong><\/p>\n And it’s the few people who know how to write bullets — and really understand how they work — that seem to have the least amount of problem writing ads.<\/p>\n It comes so easily and naturally once you get bullets down.<\/p>\n Bottom line?<\/p>\n Nobody spends enough time on their bullets.<\/strong><\/p>\n Which means, if YOU spend a lot of time on YOUR bullets, and really work on getting them right, you will give yourself a gigantic<\/em> advantage over your competition.<\/p>\n Simple?<\/p>\n Oh yeah.<\/p>\n And that’s the beauty of it.<\/p>\n Ben Settle<\/p>\n P.S.<\/strong> One of the unique bonuses I give away when you buy John Angel’s swipe file course<\/a><\/strong> from my affiliate link at www.SwipefileSecrets.com<\/a> <\/strong><\/p>\n is a cool bullet point “cheat sheet.” <\/p>\n Just take these bullet point “templates”, insert your own claims and ideas, and — BAM! instant bullets ready to fire away.<\/p>\n But you can ONLY get this cheat sheet when you buy John’s swipe file course from my affiliate link at:<\/p>\n And then email me your receipt at: ben [at] bensettle.com<\/strong>.<\/p>\n (Also, when you go to the order page, make sure you see my affiliate name “vantagenet” at the bottom. Otherwise you won’t get credit for buying it and I can’t send you the bullet point cheat sheet.)<\/p>\n P.P.S.<\/strong> And speaking of bullet points…<\/p>\n I’ve been kicking around doing a tele-seminar about bullets. <\/p>\n Is that something you’d be interested in?<\/p>\n If there’s enough interest, I’ll do one in early ’09.<\/p>\n Let me know, k?<\/p>\n","protected":false},"excerpt":{"rendered":" Ever watch that movie “Bonnie & Clyde”? Pretty gruesome movie. Especially the end — when ol’ B&C get sprayed with bullets. And while it may be gruesome… … it’s a perfect “metaphor” for copywriting. Because, you see, many of the best ads are almost ALL bullets. They “spray” their customers with lots and lots and […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[8],"tags":[],"class_list":["post-1270","post","type-post","status-publish","format-standard","category-copywriting-and-sales-letters"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/posts\/1270","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/comments?post=1270"}],"version-history":[{"count":0,"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/posts\/1270\/revisions"}],"wp:attachment":[{"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/media?parent=1270"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/categories?post=1270"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/tags?post=1270"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}