Posted by:
Carline Anglade-Cole
July 29, 2008
Issue #469
I love bullets!
They’re fun - and easy to write once you get the hang of ‘em!
In this issue, I’m going to show you some of my secrets for writing powerful, strong and kick-butt bullets! Once you learn my tricks, feel free to start using them immediately. You’ll see how your copy just POPS, flows and takes off!
An easy way to create momentum in your copy:
Faster than a speeding (you know the rest) …
In case you’re not sure what I’m blabbering about, here’s how I define a bullet:
"A mini headline followed by strong supporting sentence aimed to tease and entice your prospect."
Bullets help you create momentum in your copy. And since most people scan instead of read - bullets can help you quickly drive home the points you want your prospect to remember.
I love working for clients like Boardroom, Rodale and Frank Cawood & Associates. These guys really appreciate the value of bullets. In fact, for their style of copy - bullets are KING! Here’s how I tackle writing a sales letter for them:
When I read their book, I turn every interesting fact or "fascination" I discover into a bullet. By the time I’m finished with the book, I’ve usually written well over 100 bullets.
Then I break up the bullets in groups of 10 to 15 … add a few paragraphs of copy … drop in another 10 to 15 bullets … do that for several more times … add a few subheads … and voila - my letter practically writes itself!
Here are five ways to give your bullets a powerful punch. And take a look at the examples for each. They’re actual bullets I wrote for a Boardroom Bottom Line Health promo:
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Posted by:
Clayton Makepeace
May 19, 2008
Issue #420
Dear Business-Builder,
They say that the most powerful human desire is NOT for wealth or health or food or even sex. It’s the insatiable desire to change another person’s copy.
“They” may have something there. I don’t know about you; but for me, tearing the living you-know-what out of another writer’s work is just about the most fun I can have with my clothes on.
On the other hand, feeling naked and alone while a hungry pack of copywriters eviscerates your beloved prose may well be the closest thing to hell this side of New Jersey. Or even tax court.
So, last Friday, a client sent three of his in-house copywriters up here to spend a day with my four scribes and yours truly.
Eight copywriters; one room. We had big fun.
Not only that, we learned a lot, too.
It wasn’t like it was a big surprise. I knew they were coming and had asked each of them to write an eight-page sales letter promoting a financial newsletter offered by my client and their boss. And I asked my writers to do the same.
I should also mention that I gave each writer the theme for the headline and opening copy; but the rest was up to them. Oh — and I only gave them one week to do the work … not nearly enough, considering each of them has a full schedule with their regular assignments.
And one more thing: Each writer is at a very different stage of development — from raw noob to seasoned pro.
And lucky for me, each has an open mind and is eager to improve. That’s crucial because for a copywriter, arrogance — the vainglorious assumption that you know all there is about creating winning promotions — is the kiss of death.
Wait — that reminds me of an old joke. Actually, it’s supposed to be a true story of a radio exchange that took place in October 1995 off the coast of Newfoundland between the American aircraft carrier Abraham Lincoln and Canadian authorities:
Americans: “Please divert your course 15 degrees to the north to avoid a collision.”
Canadians: “Recommend you divert YOUR course 15 degrees to the south to avoid collision.”
Americans: “This is the captain of a U.S. Navy ship. I say again, divert your course!”
Canadians: “No, I say again, you divert YOUR course.”
Americans: “This is the aircraft carrier USS Lincoln, the second-largest aircraft carrier in the Atlantic Fleet. We are accompanied by three destroyers, three cruisers and numerous support vessels.
“I DEMAND that you change your course 15 degrees north, or countermeasures will be undertaken to ensure the safety of this ship.”
Canadians: “This is a lighthouse. Your call."
See what arrogance gets you? You wind up on the rocks; that’s where scotch belongs. For a copywriter, not so much.
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Posted by:
Clayton Makepeace
December 17, 2007
Issue #309
Dear Business Builder,
I have an extra special issue for you today – you are gonna LOVE this …
It’s a 20-page issue of our Screaming Eagle newsletter – a comprehensive tutorial on how to master one of the most crucial skills any copywriter (or copychief) could possibly develop:
The art and science of writing
bullet and fascination copy!
In this highly acclaimed issue – until now, seen ONLY by members of my EasyWriters Marketing Club – Tony Flores leads you through the process of creating these little one-paragraph wonders that catch the eye, promote readership, billboard your most compelling benefits and drive readership rates and response through the roof!
Plus, in our companion issue – The Ride-Along – Tony actually shows you these techniques in action with swipes from some of the hottest copywriters alive today!
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Posted by:
Carline Anglade-Cole
August 2, 2007
Issue #193
Do you know what I hate more than gyms?
GOING to a gym!
But when I finished working on a recent project about osteoporosis, I knew I needed to take action now to build my muscle strength and protect my delicate bones.
I run 3 miles a day with my dog, Jaws. So I’d give myself a “10” on the cardio scale. But as far as building muscle strength, I’m a big, fat ZERO.
And now that I’m in my forties – ok fine, LATE forties – I don’t want a “hump” in my future!
My fitness plan came together at a recent graduation party. My friend Anissa, a mild-mannered, very toned woman in her early 30’s, told me she decided to put her Masters degree in Exercise Fitness to work by starting her own in-home personal training business.
PERFECT!
I could kill three birds with one stone: Strengthen my muscles … give the economy a boost by supporting a home-based business … and help out my friend Anissa.
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Posted by:
Clayton Makepeace
July 23, 2007
Issue #184
In this issue:
- The 5 most effective techniques to boost credibility – and the one mistake to avoid …
- The single most important thing you MUST have right – or you may as well toss your promotion in the trash …
- How this powerful format transforms colder prospects into eager buyers …
- The quickest, easiest way to breathe butt-kicking, response-rocketing life into a dying control …
- The two troubling trends in financial marketing that you need to avoid like the plague …
- How to succeed big as a copywriter – with these two important attributes …
- And much MORE!
AWAI: In your opinion, what’s the most important part of a financial promotion? You may have just stated it … it needs to be alive with emotion. Are there any other elements critical to its success?
Clayton: I think anyone who has done any testing at all would agree that the headline and deck copy and the first few paragraphs of the main sales copy have a greater impact on response than any other part of a sales promotion. On countless occasions, I’ve taken a package that was pulling at, say, 120% of cost, tested new headline and deck copy and pushed response up to 150% or 170% of cost.
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