{"id":138,"date":"2008-07-15T01:02:07","date_gmt":"2008-07-15T01:02:07","guid":{"rendered":"http:\/\/bensettle.com\/blog\/bullet-point-secrets\/"},"modified":"2008-07-15T01:02:07","modified_gmt":"2008-07-15T01:02:07","slug":"bullet-point-secrets","status":"publish","type":"post","link":"https:\/\/bensettle.com\/blog\/bullet-point-secrets\/","title":{"rendered":"Bullet Point Secrets"},"content":{"rendered":"<p>I was reading Brian Clark&#8217;s latest blog post today at <strong><a target=\"_blank\" href=\"http:\/\/www.CopyBlogger.com\" rel=\"noopener\">www.CopyBlogger.com<\/a><\/strong> about bullet points (one of the BEST bullet point tutorials ever, IMHO), started to draft a comment, and, before I realized it, my comment was a full fledged lesson in itself!<\/p>\n<p>So instead of posting it as a comment on Brian&#8217;s blog, I decided to post it here.<\/p>\n<p>But before reading my &#8220;add on&#8221; lesson, I HIGHLY encourage you to read (even print out) Brian&#8217;s post at <strong><a target=\"_blank\" href=\"http:\/\/www.CopyBlogger.com\/bullet-points-for-bloggers\" rel=\"noopener\">www.CopyBlogger.com\/bullet-points-for-bloggers<\/a>.<\/strong><\/p>\n<p>Ready?<\/p>\n<p>OK, here we go&#8230;<\/p>\n<p><strong>1. Give-Away Bullets.<\/strong><\/p>\n<p>These are sort of like the lady who hands out cheese cubes at the grocery store.  She gives people a little &#8220;taste&#8221; of food that keeps them alert and shopping &#8212; and many times they end up with the thing they tasted in the shopping card.<\/p>\n<p>You can do the same thing with your bullets.<\/p>\n<p>Every now and then, just flat out give away one of your secrets.<\/p>\n<p>For example:<\/p>\n<ul>\n<li>\n<strong>How to use simple cartoons to explode your sales\u2026no matter what you sell or who you sell to.  (For example, you&#8217;d be amazed at how easily a picture of a phone operator with her headset on can jack up your response!)<\/strong><\/li>\n<\/ul>\n<p>Another play on this is to give half (or even <em>most<\/em>) of the secret away&#8230; and then add a little &#8220;twist.&#8221;<\/p>\n<p>Like this&#8230;<\/p>\n<ul>\n<li>\n<strong>Two proven \u201ccures\u201d for writers block. (The first one is simply doing a lot of research. The second one is much easier&#8230; and can be found at your corner grocery store.)<\/strong><\/li>\n<\/ul>\n<p><strong>2. Expansion Bullets.<\/strong><\/p>\n<p>I LOVE using these in ads that have lots of bullets.<\/p>\n<p>Not only do they break up the &#8220;sameness&#8221; of the page (when you have several pages of bullets) &#8212; but they also add more tease, demonstration and curiosity.<\/p>\n<p>Plus, they give a nice little &#8220;loop&#8221; effect to your ad that keeps sucking the reader back in.<\/p>\n<p>Here&#8217;s an example:<\/p>\n<hr style=\"width: 100%; height: 2px;\"\/>\n<p><strong><\/p>\n<ul>\n<li>\nHow to stop a life-threatening disease in your dog&#8230; before it surfaces.<\/li>\n<\/ul>\n<p><\/strong><\/p>\n<p>Speaking of stopping diseases&#8230; chapter 32 of <strong>&#8220;Why You Should Never Give Your Dog A Bone&#8221;<\/strong> will show you&#8230;<\/p>\n<p><center><strong>How To Pay Little Or Nothing For Your Dog&#8217;s<br \/>\nVet Bills And Medications!<\/strong><\/center><\/p>\n<p>This is no joke.<\/p>\n<p>In fact, if you want to kiss those sky-high vet bills and expensive pet medications goodbye forever&#8230; then turn <em>immediately<\/em> to page 92 and discover:<\/p>\n<p>Why some colleges will perform veterinary services for your dog (as education for their veterinarian students) at a reduced cost (and sometimes free!)&#8230; A special website where you can buy dog medications for as much as 50% off&#8230; A secret way to get high-quality veterinary services 100% FREE for the rest of your dog&#8217;s life&#8230; How to save a HUGE amount of money on your vet bills by asking your vet one (almost laughably simple) question&#8230; And more.<\/p>\n<p>There are actually 12 money-saving secrets in this chapter.<\/p>\n<p>And each one can save you a pile of money the next time your dog gets sick, hurt or just needs a routine checkup.<\/p>\n<p>Here are a few more of the little-known secrets revealed in this hot new book for dog owners:<\/p>\n<hr style=\"width: 100%; height: 2px;\"\/>\n<p>And then it just goes back to hitting them with more bullets.<\/p>\n<p><strong>3. &#8220;Can&#8217;t Be Done&#8221; Bullets.<\/strong><\/p>\n<p>This is my all time favorite bullet point technique.<\/p>\n<p>I first heard Eugene Schwartz talk about this in a video speech he gave, and have used them with reckless abandon ever since.  (In fact, I like it so much I dedicated an entire chapter to this in my book <strong><a target=\"_blank\" href=\"http:\/\/www.copywritinggrabbag.com\" rel=\"noopener\">&#8220;The Copywriting Grab Bag.&#8221;<\/a><\/strong>)<\/p>\n<p>Basically, this is where you say something that is &#8220;almost&#8221; unbelievable.<\/p>\n<p>Something 100% true, but that is so <em>whacky<\/em> and &#8220;out there&#8221; it makes you say,<br \/>\n<strong>&#8220;How in the heck can you do that???&#8221;<\/strong><\/p>\n<p>Here are some examples:<\/p>\n<p><strong><\/p>\n<ul>\n<li>\nHow to write a brand new press release in 10 seconds or less!  (This bizarre technique works even if you can barely string two sentences together now).<\/li>\n<\/ul>\n<ul>\n<li>\nHow turning off your cell phone in the summer time can help prevent your dog from getting heat exhaustion.<\/li>\n<\/ul>\n<ul>\n<li>\nHow to use an ordinary mirror to get millions of dollars of financing for almost any business you want to buy!<\/li>\n<\/ul>\n<ul>\n<li>\nHow to ward off a mass attack of ferocious gang-bangers&#8230; with an ordinary fountain pen.<\/li>\n<\/ul>\n<p><\/strong><\/p>\n<p>And so on, and so forth.<\/p>\n<p>Anyway, those are three more techniques to add to Brian Clark&#8217;s excellent list (which, again, you can get at <strong><a target=\"_blank\" href=\"http:\/\/www.CopyBlogger.com\/bullet-points-for-bloggers\" rel=\"noopener\">www.CopyBlogger.com\/bullet-points-for-bloggers<\/a><\/strong>).<\/p>\n<p>I hope you enjoy (and profit!) from them.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>I was reading Brian Clark&#8217;s latest blog post today at www.CopyBlogger.com about bullet points (one of the BEST bullet point tutorials ever, IMHO), started to draft a comment, and, before I realized it, my comment was a full fledged lesson in itself! So instead of posting it as a comment on Brian&#8217;s blog, I decided [&hellip;]<\/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":{"0":"post-138","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-copywriting-and-sales-letters"},"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/posts\/138","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=138"}],"version-history":[{"count":0,"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/posts\/138\/revisions"}],"wp:attachment":[{"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/media?parent=138"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/categories?post=138"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/tags?post=138"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}