You’re reading a landing page or sales letter…and you realize, “This is something I really want.”
What’s working in this sales letter?
You were probably drawn in by a compelling headline. But then you read the copy. If you didn’t shrug it off with a “Meh – same old stuff!” you probably got drawn in by the bullets.
When you see bullets, you know the copy was written by a pro…or somebody who was trained to write like a pro.
Bullets are those short bits of copy that focus the reader’s attention on the features and benefits. They break up dense, text-y copy. Whenever you find yourself writing a paragraph with multiple points, ask yourself, “Could I turn this into a list?”
Usually you see bullets highlighted with bullet points (small dots), as they would appear in a written business memo. You will also see bullets highlighted with arrows, stars, asterisks, and even special symbols.
For example, some bullets for Module 1 of my storytelling course are:
- Why buying into “you gotta be vulnerable” can be a big mistake
- 3 essential qualities you need to be the hero who captures your clients’ hearts and minds
- Why your brand story is more like a stand-up comedy bit than a movie arc …
- Why you don’t need a spill-your-guts, “I was there” story (because you can do this instead)
The graphic you choose doesn’t matter as long as it doesn’t draw attention away from the words of the bullet. Some people say checkmarks are most effective; others use the dot-bullet points.
What Copywriters Know About Writing Bullets
When you study copywriting, you will discover many ways to write bullets. You can begin a bullet with “How to…” or, “Discover why…” However, nearly all bullets can be analyzed as a dynamic combination of features and benefits. Two formats you can use are:
Benefits (because) Features
“Your clients get paid faster *because* they use this new payment rail.”
“You begin to reduce your debt *because* you learn to reprogram your relationship with money.”
Features (so that) Benefits
Begin using this new payment rail *so that* you enjoy instant credit for customer payments.
Gain an understanding of your own spending patterns *so that* you begin paying off your debt without effort.
Bullets Create Curiosity
Bullets in copywriting are sometimes called “fascinations” because their goal is to gain the reader’s attention. Today, all too many readers will be overwhelmed by content. Their attention spans grow shorter each year. Bullet points can reach the reader’s heart and mind quickly, engaging their attention and drawing a response.
For instance, a consumer publication included a bullet, “Why some patients get VIP status in hospitals – without paying extra.” For the right audience, that bullet hits home.
A marketer’s bullet point might be: “Three business models – and only one leads to profit within the finance industry.”
A money coach could write: “The single biggest mistake most 6-figure earners make when investing in real estate.”
If you’d like to learn more, check out my course on becoming a copywriter. It’s priced low and loaded with value – a comprehensive three-in-one program. Click here for access.
Want to focus on bullets? My Udemy course is a good deal. Click here to learn more.
And I offer a Power Hour consultation to discuss your content strategy — messaging, copywriting or storytelling. As a bonus you’ll get either or both of these courses free – just ask. Let’s set up a call.