How to persuade people to buy super expensive products with just one or two sentences
Published: Sun, 01/12/20
"I can't remember if it was in an email or in an issue of email players but a little while back you said something to the effect of 'copywriting is ALL about the Bullet Points'. First off, what did you say exactly? Second, do you have a preferred resource for writing kick ass bullet points?"
Timely question...
Answers:
1. I heard Gary Halbert say for him (I think it was in an interview he did with Michel Fortin waaaay back in 2004) it was all about getting to the bullets first. The purpose of the headline, lead, story, etc were to get the reader to the bullets as quickly as possible.
And it makes sense, too.
Bullets do most of the heavy lifting.
For example:
What's your headline if not your best bullet?
More:
It's why people will buy very expensive products they didn't even know existed 5 minutes earlier, simply because they read a 1-2 sentence bullet on page 14 of a 38+ page sales letter that "got" them, and they just have to have the benefit/tip/promise in that bullet.
So yes, it's all about the bullets.
The better someone is at bullets, the better their ads.
2. As for a preferred resource on bullets...
Back when I used to help certain people one-on-one (I don’t anymore, I’m too crotchety and impatient) I would teach them bullet writing.
My advice to these unlucky few?
I simply told them what I read the late, great Halbert said to do:
Start hand copying great bullets.
It's the fastest way I know to get great at it.
And, one of the best in the business is the great A-list copywriter Kim Krause Schwalm. I’ve read a lot of her copy, and she’s insanely good at this.
Thus, why the above question is timely:
Kim’s new Copywriting Velocity program (on sale via my affiliate link below until tonight at midnight EST via my affiliate link below...) contains — amongst a ho’ bunch of other content — 27 fascination formulas that will help your bullets write themselves.
Kim’s copy is at as high a level as it gets.
And, you can do a lot worse than by studying her promos and how she does it.
More:
If you nab her program before tonight’s midnight (PDT, not EDT like I've been saying during this campaign, my bad...) deadline via my affiliate link below… she will also send you (no need to send me your receipt, Chuckles) access to my “Swiperoscope Saga: Part 2” videos. These videos contain over 2 hours of Yours Crotchety’s favorite private swipe file ads & sales letters analyzed & examined line-by-line under the proverbial “microscope.”
You can read more about what’s in these videos and her program here:
http://www.EmailPlayers.com/kim
Ben Settle