I got this great question about writing bullets this weekend.<\/p>\n
If you have any questions you want answered in these daily tips, please send ’em on over<\/a><\/strong>.<\/p>\n In the meantime, let’s git. it. awn<\/em>…<\/p>\n QUESTION:<\/strong> 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?<\/p>\n BEN:<\/strong> It’s all about the research<\/em>, baby.<\/p>\n The MORE<\/strong> research you do — the MORE<\/strong> times you go through the product, examine it, and study your market — the MORE<\/strong> bullets you write.<\/p>\n It takes work but, since one bullet (literally) can carry the sale, it is always, always, always<\/em> worth the effort.<\/p>\n It also helps to study successful bullet point structures. <\/p>\n 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<\/em> of that going around lately). <\/p>\n But the structure and the dramatic “flow.”<\/p>\n I look at bullets almost like poetry.<\/p>\n The best ones have a certain rhythm and “beat” to them.<\/strong><\/p>\n It’s kinda hard to explain.<\/p>\n But if you study enough good bullets, it’ll eventually click.<\/p>\n And when it does, you’ll be a bullet-writing machine<\/em>.<\/p>\n OK, that’s all for today.<\/p>\n Until next time…<\/p>\n Ben Settle<\/p>\n P.S.<\/strong> Speaking of writing bullets… a while back, I created a long list (several pages) of bullet “templates”. I scoured dozens<\/em> of ads and tediously “reverse engineered” them into fill-in-the-blank bullet points.<\/p>\n It’s easily one of my most valuable<\/em> copywriting tools.<\/p>\n 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<\/a><\/strong>:<\/p>\n <\/p>\n