Learning how to write bullets may be one of the most important copywriting skills you ever learn. This is because bullets often do all the “heavy lifting” in a sales letter. They’re the words that penetrate your buyer’s natural buying defenses. They’re the words that sell.
I’ve heard many direct marketing experts explain the importance of bullets this way: “You want to write as many hard-hitting bullets as you can because sometimes just one bullet will persuade somebody to buy.”
I know this is true… because I’ve experienced it myself. I remember reading a sales letter for a Nightingale-Conant product. The letter was probably 80% bullets. As I read through those bullets, one or two of them really hit me. The bullets addressed something I really wanted to learn.
Then, as I kept reading, I began to think, “How could I not buy this product??” This is the best possible response you could ever hope for: When your prospect can’t imagine life without your product. He has to have it.
With that in mind, here are my methods for bullet writing. What I share here is not necessarily “the right way.” It’s one way. It’s the way I do it. So here it goes…