Do you know how to write them?

Thursday
7:15 AM

This is my blog for Friday. I might, and I say 'might' write another blog post tomorrow, but for right now, I want to tell you, I'm way ahead of the deal.

So... let's talk about bullets.

A successful copywriting technique is to use lots of "bullets"
in your copy - short sales points presented in bulleted lists.

But have you ever sat down to write copy for one of your
products, only to find it difficult to pull out of the product
the salient sales points you need to write strong bullets?

I know I have so I'm going to give you the answers on a silver platter today.

If you're a marketer, there's an easy way to avoid this problem
... and write kick-butt, kick-ass bullets that generate more
sales from every promotion you mail or e-mail.

Are you ready?

And it starts way before you write a word of your copy. In fact,
for maximum results, this step should be performed during
creation of the actual product itself.

Don't forget that.

The method is to "build bullets" into your product or services.

By that, I mean come up with a list of features you think would really
convince your prospects to buy the product.

Or write a list of bullets you'd love to be able to use in your
copy. And then, design all those features and bullets into the
products or services as you are developing them.

Let's say you are hiring a writer like me to create a how-to e-book you
want to sell on the Internet on growing a vegetable garden in
your back yard. (I'll tell you more about a product that I'm working
with the formulator on later, but let's just keep on keeping on
right now, to finish this post.)

You have a section on growing bigger tomatoes. (I can show you
how to grow the biggest tomatoes you've ever grown with one little
addition of this special ingredient.)

Make a list of the specific steps you take to make your tomatoes large and
juicy. If the list is five items, give it to your e-book writer
so he can write a few paragraphs on each.

Now, when you write the sales copy for the e-book, you can
write a bullet that says, "5 ways to grow tomatoes so big, you
can make a dinner out of them." (I can now safely say I can do
that with the proprietary ingredients I now have available.)

A mentor of mine had a client who was an industrial manufacturer
who used this technique with great success. They manufactured
"spectrophotometers," which are instruments used to measure
color.

Their competitors had all come out with a new generation of
instruments, and his client was late to the game. But they used
this to their advantage.

They carefully studied the other brands, made a list of flaws,
and designed their new spectrophotometer to provide superior
performance in each area where their competitors were weak.

In their product launch, they showed a picture of their new
instrument. Call-outs highlighted every feature that made their
device superior to their competition.

The launch was their most successful ever, because the "bullets"
for their sales copy had been carefully built into the product.
And they clearly distinguished the company's products as
superior in many ways to all others in that field.

As a business person, you rarely have any control, but as a marketer,
you often do. If you are an information marketer, it's easy to
design products with great sales bullets built in. If you're a
doctor, it's a little harder, but you can do it. If you're an
antique dealer, you can definitely tell a story and get them engaged
in what you're offering, at any price. But it takes bullets.

Here's what you do.

Just make the list of bullets your table of contents, and write
or record an info product that covers all the points listed
there. The more transparent the sales points in the product, the
happier the buyer will be.

Avoid writing bullet points that sound great "but aren't really
covered in your service or product". Info product buyers often compare the
product to the promotion. If they can't find content reflecting
the bullets that caused them to buy, they will complain or ask
for a refund.

The great copywriter Milt Pierce, tells the story of
when he was hired to write a direct mail package on a book on
decorating by a famous author in that field.

He brought in his copy. The publisher and author read it. When
they were finished, the publisher said to Milt, "This is
incredibly strong promotional copy. The only problem is that
it's not what is in the book."

Milt replied: "It should be." And according to him, the author
and publisher agreed to rewrite the book so it reflected in the
letter copy. When mailed, the package worked like gangbusters
and the book sold like hotcakes.

The old-time mail order guru Melvin Powers did it a better way:
when he wanted to publish a new book, he would write and run the
ad first.

Of course, he wrote the strongest ad possible. If it pulled, he
then quickly wrote and printed a book that delivered all the
content promised in the ad copy. If the ad bombed, he never
wrote the book and just refunded the money to those few readers
who had ordered.

So that's a little secret. You need to be on your game if you're
going to write bullets first, but when you do, it's more or less
like an outline.

Once you have your outline, then you cater your book to the outline
and you're home FREE.

Hope this helps you.

Marketing can be FUN.

I love it.

Dr. Carney

PS If you want help, you can become a client. If you can do it yourself,
then by all means, just do that. It just depends is you have the time and
you like wasting money or not.