How to Write Sales-Boosting Bullets in Your Copy

1. How to Write Sales-Boosting Bullets in Your Copy With Sandy Franks and Pam Foster, AWAI

2. Goals for today Understand the sales power of bullets Discover the principles of writing sales-boosting bullets See how bullets work in different examples Follow our “before and after” bullet makeovers A handy checklist for your killer bullets

3. What are bullets? Classic definition: A bullet ( • ) is a symbol used to introduce items in a list. Marketing definition: A list of benefits (pulled from features) that convince prospects to buy the product.

4. Why are bullets important? • Bullets help prospects get the message by scanning • Catch their interest, they’ll read more and more • Every minute you hold attention = closer to your call-to-action • Bullets also help break up your copy, appears easier to read

5. How much do bullets matter? Testing proves that bullet wording and placement can reap HUGE rewards

6. What are sales-boosting bullets? • They support the big promise with strong details • They paint a picture of benefits prospects want • They surprise and delight • They’re believable, adding proof and credibility • They get the prospect nodding YES • They prompt prospects to ACT

7. 15 principles of writing sales-boosting bullets Curated from A-list copywriters and marketers including Mark Ford (aka Michael Masterson) • Paul Hollingshead Sandy Franks • Clayton Makepeace • Carline Anglade-Cole Bob Bly • Mike Palmer • Ben Settle • many others

8. 1. List benefits vs. features Features are facts ... often technical and uninspiring Benefits are emotional and irresistible — the “so what” desired outcome each feature delivers

9. 2. Be conversational Look for reviews, social media comments, letters Use the prospects’ real words in your industry Write like they talk

10. 3. Use active vs. passive voice Think in verbs: Get Discover Solve Eliminate Enjoy

11. 4. Use the 4 U’s • UNIQUE: Feature what’s different from all other options • USEFUL: Promise something the prospect will value • URGENT. Give a reason to desire the benefit NOW • ULTRA-SPECIFIC: Be precise with facts and figures • Apply this Nobel Prize-winning method of futures investing – and turn $500 into $4,820,000 in 30 days.

12. 5. Fascinate Consider your bullets mini-headlines Make them as strong as you can

13. 6. Solve Highlight specific, awesome solutions to problems your prospects struggle with every day Focus on the positive outcomes

14. 7. Keep it short Shorter = more inviting 1-3 sentences max for each

15. 8. Add facts and figures • The world’s two most powerful inflation fighting strategies: PLUS the stocks that can hand you gains of up to 562% as inflation returns ... • Platinum Prices Up 90% since 2012 — Here’s How To PROFIT: Why platinum prices are expected to surge throughout 2018. Best coins and bars for profit-minded investors. Facts and figures support proof and credibility Make them STRONG teasers that the reader can only find out if they get the report/buy the product The more specific, the better

16. 9. Avoid rounded numbers Wrong: "Make over $10,000 in the next three days." Right: "Make over $11,750 in the next three days.” More specific is more believable

17. 10. Ask questions (sometimes) • Do you take any of these 16 popular vitamins? If so, please read this urgent MD’s warning! • Sneezing into a tissue prevents colds, right? WRONG! Page 2 explains why. Engage the reader Hit on a pain point or create doubt THEN — guide the reader to a solution, secret, or better way they can’t resist knowing about

18. 11. Tease the secret or solution Withhold the entire secret OR - tease to something only answered or solved by buying the product The reader will desperately want to know the rest of it

19. 12. Use parallelism Stick to one approach in a series, for instance: Get, enjoy, find How to #1, how to #2 Faster, better, stronger, What if you could… (bullet a question series) “Would” picture >>

20. 13. Back upclaims • 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!

21. 14. Lead into them smoothly “Impossible-to-lose pounds will begin dropping off like magic — as many as 6 per week — with these simple and easy techniques for naturally boosting your body’s metabolism: 8 fat-burning movements you can do while watching your favorite TV show The single best 5-minute routine for boosting your energy levels by 100% The one thing you should do before getting out of bed every morning (and one thing you should never, ever do) The everyday household food to add to one meal a day and watch the fat fall off”

22. 15. Tease the page # Powerful when selling an E-Book, book, program, or report Helps readers anticipate the benefits they’ll enjoy while adding proof (it’s on page #!)

23. Bullet makeovers

24. Example 1 Save $1,560 a year dining out! Just flash one of these cards and you'll automatically save up to 30% at 1,870 fine restaurants worldwide. Save $1,560 a year dining out! Just flash one of these cards and you'll automatically save up to 30% at 1,870 fine restaurants worldwide, while supplies last!

25. Example 2 The easiest way to make $10 million while learning to improve your health How to make $10.76 million and improve your health ... all before dinner tonight

26. Example 3 A virtual cure for arthritis — stop the soreness and pain … and rebuild new cartilage at the same time A virtual cure for arthritis — stop the soreness and pain … and rebuild new cartilage in under 30 minutes

27. Your Sales-Boosting Bullets checklist

28. Sales-boosting bullets: Avoid rounded numbers Ask questions Tease the solution Use parallelism Prove every claim Lead into them smoothly Tease the page # (when applicable) List benefits vs. features Be conversational Use active vs. passive voice Use the 4 U’s Fascinate Solve Keep it short Add facts and figures

29. Thank you! Questions?