For killer copy – you need BULLETS!
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:
#1: Be specific! Find ways to add impressive facts, studies and figures to your bullets …
- How to turn OFF your fat genes - for permanent weight loss! Spanking new research from the Human Genome Project identifies 6 fat switches! One of them shows you how to eat more to weigh less!
- How women slash their risk of developing cataracts by 77%! Tufts University reveals simple and effective remedy you can start using today!
- Is your depression an early warning sign for diabetes? New research printed in the journal, Diabetes Care says YES! See why on page xx!
#2: Challenge the norm! Give the reader a different twist on common knowledge:
- If you want to get rid of your "spare tire" and "love handles" DON’T DO SIT-UPS! New discovery gives you an easier way to stronger abs and a flatter tummy. LOOK AND FEEL BETTER IN NO TIME!
- FATTY foods your eyes will love! Go ahead and splurge - you deserve it!
- The surprisingly simple breakthrough that’s changing the way surgeons operate! No scalpel … no incisions … and no anesthesia! What’s more, doctors can now remove tumors - and destroy tumor cells so they can’t reproduce! Best of all, patients can usually go home within 24 hours and get back to normal activities. This is a MEGA-breakthrough YOU MUST KNOW about!
#3: Create a paradox: This creates intrigue and fascination …
- When high cholesterol is actually GOOD for your heart. Breakthrough news - especially for women!
- The asthma medicine that makes it hard to breathe. Is it in your inhaler?
- When salt substitutes are BAD for you. Important news especially if you’re on high blood pressure medicines!
#4: Give a reason why! Justify your claim - it makes powerful copy:
- 4 out of 5 doctors cannot accurately diagnose symptoms of a mini-stroke. Here’s what you need to know to save your own life!
- The little-known reason adults over 65 STOP taking cholesterol-lowering drugs. A breakthrough study shows 75% of heart patients are in serious danger.
- Why angry people SHOULD take aspirin. Landmark study reveals surprising link between emotions and heart attack.
#5: Reveal a new, offbeat and even strange way to use a traditional remedy …
- How to prevent a heart attack - with water! Cut risk of a fatal heart attack by 51%!
- Mosquito bite? Quick - grab the … deodorant?!? Reduces swelling and itching when you follow the directions in your FREE report!
- Boost your memory - in just minutes - with lemons? New study proves this tasty remedy fights forgetfulness - and helps you remember where you left your car keys!
Get the picture? So start practicing. Remember this: You’re putting your bullets into a rifle not a shotgun. What does that mean?
FOCUS!
Shotguns spray their ammo over a large area. Rifles aim at a specific target. Keep your bullets targeted. Don’t add too many sentences. One thought per bullet. Bullet writing is a genuine art - and you can master it!
Here’s to Creating Success Your Way!
Carline Anglade-Cole
Guest Contributor
THE TOTAL PACKAGE
P.S. Here’s your chance to boost your copywriting skills and get 1-on-1 mentoring from a million-dollar copywriter! Join my Copywriting Boot Camp on Steroids – there are just a few seats left in this private workshop. And I’ve got Clayton Makepeace as our special guest! Woo hoo – this Boot Camp can literally catapult your copywriting career! Click here for more info:
http://carlinecole.com/copystar/CopyStarCopywritingBootCamp.htm
Carline Anglade-Cole writes multi-year controls in the alternative health field for clients including Healthy Directions, Health Resources, True Health, Soundview Publications and Sun Chlorella USA.
She publishes CopyStar – Copywriting ideas and tips for stellar response – an e-zine for copywriters and direct marketers.
She is the author of How to Write Kick-Butt Copy: Straight Talk from a Million-Dollar Copywriter, Anatomy of a Kick-Butt Control: How to Create a Winning Promo from Start to Finish and Which One Won? How to Write Kick-Butt Headlines and Boost Response!
Put her 20 years of direct mail experience in mailing list strategies, new product development and creating kick-butt controls to work for your company!
Contact Carline directly by visiting her website at www.CarlineCole.com
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11 Comments »
Join the Discussion!
Let us know what you think. Or ask us anything. Or offer your own sage advice.
The only rule: RESPECT THIS HOUSE! Postings that contain abusive language and/or personal attacks will be cheerfully VAPORIZED. One cross word and – POOF! – your well-thought-out post will be gone in a puff of smoke.
– Clayton
Comment by Marcelino Latorre — July 29, 2008 @ 3:03 pm
Hii Carline and thanks for painting another one of your incredible pictures so effortlessly.. Your voice is so clear, and direct, man I want that so badd, I just wanted to say thanks for contributing to this fantastic post.. Your a giant in my world. ;)-Marcelino Latorre
Comment by Larry Mekus — July 29, 2008 @ 3:04 pm
It never fails. Each article written by Carline is well written, easy to understand, and full of education. After reading Carline’s article - any of her articles for that matter - one is left with a feeling of imense confidence, and a "I can do it" attitude. Carline has her first ever, upcomming copywriting bootcamp, and I feel that it’s a chance of a lifetime for anyone who wants to excel.
Comment by Matt — July 29, 2008 @ 3:08 pm
Ah fantastic, I’m writing some bullets as we speak, this will come in oh so very handy!
Comment by CHUKS — July 29, 2008 @ 3:31 pm
Queen Of Copy–-Thanks its a beautiful subject. Thanks a million.
Chuks Uwaechia
winstons dale limited
Comment by Jeff Baas — July 29, 2008 @ 3:46 pm
Thanks, Carline!
Great tips, as always! I especially love your tip about taking every fascinating fact you find in your research, jotting it down, and turning it into a bullet. So head-slappingly obvious but easy to overlook. Thanks again!
Comment by John Osborn — July 29, 2008 @ 3:46 pm
Now I understand why I have a complete library of Rodale books. Love the article and see how the bullets are so easy to read and plan to use them a great deal.
Comment by Cathy Sutter — July 29, 2008 @ 4:37 pm
OK, Carline…I need to get that book, whatever book you were writing about. The first bullet stopped me in my tracks…guess that’s the point, huh?
I want to know how to turn OFF my fat genes – for permanent weight loss! Since my fat genes are cookin’…resulting in permanent weight gain or just plain stuck.
I’ll be ready to arm myself with your bullets at your boot camp…it truly is a chance of a lifetime, as stated by Larry. See ya there!
Cathy
Comment by ****Rick — July 29, 2008 @ 5:37 pm
Carline….. getting insight from you and Clayton is great as usual….Like an Easter Egg Hunt (sans the eggs)..Sounds like your upcoming bootcamp will be awesome….
Comment by Carline — July 29, 2008 @ 6:05 pm
Hiya folks,
Glad you enjoyed the article – but it’s just the tip of the iceberg! In the upcoming Boot Camp on Steroids, we’re going to put all the essential elements together and create a direct promo TOGETHER! Woo hoo – can’t wait! See you there!
Carline
Comment by Clarke Echols, resident scientist — July 29, 2008 @ 6:24 pm
Bullets can be a real life saver. When I’m writing books or web-site copy, I have found bullets the natural way to get rid of long, dense paragraphs. Instead of six sentences, a lead-in and 5 bullets does it.
Another powerful tool I love is the HTML definition list (dl, dt, dd tags).
Anything to break solid copy out into little pieces that scanners won’t skip over because you can use graphic design hooks to keep ‘em involved.
Comment by Roshawn — July 30, 2008 @ 3:31 pm
Love this post. Bullets rule!