How to Write Bullets that Penetrate Your Prospect’s Natural Buying Defenses

by Ryan Healy · 3 comments

in Advertising,Copywriting,Templates

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…

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{ 1 comment… read it below or add one }

1 Peter May 16, 2010 at 8:42 am


This was very good. I dont write many sales letters per se but in writing in general having good bullets are very key to good communication. This was very helpful. I may become a copywriter yet…


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