Ken McCarthy has said that the fundamental, no. 1, can’t-do-without-it skill for being an effective copywriter…
Is the ability to write a good bullet.
And Ken should know what he’s talking about.
He was a successful direct mail guy, before becoming a successful internet marketing guy, before running some very big and expensive copywriting and marketing seminars and influencing generations of millionaire marketers.
All right, so let’s say Ken’s right and bullets are important. So how then do you write a good, or rather evil, bullet?
Well, lots of different ways.
Below I’m giving you 7 different templates, which, for my own enlightenment, I paired up with top villains from Batman comic books (some of the connections are obvious, some less so):
[#1 The Riddler]
Are you younger than 34? Here’s why you are at a disadvantage when it comes to writing bullets… Plus, the 5-minute daily habit that will help you write bullets on command. Page 79.
[#2 Ra’s Al Ghul]
The one element every bullet must have (besides a benefit or a warning). Used correctly, this activates the most powerful motivation for buying, according to legendary copywriter Gary Halbert. Page 10.
[#3 Two-Face]
The popular NPR show that doubles as a school for writing killer bullets. Page 108.
[#4 Poison Ivy]
How to write twice as many bullets in one-third the time. No stress or swipe files required. Just a simple shift in preparation — inspired by a jungle plant, and recommended by marketing genius Perry Marshall. Page 70.
[#5 The Joker]
How to write a killer bullet without having access to the product. A secret technique, used by irrational, violent psychopaths, that can also help ethical copywriters. Page 25.
[#6 Scarecrow]
When putting a big benefit in a bullet can backfire. This one mistake can ruin your whole sales letter. Page 44.
[#7 Catwoman]
Why you should never start your bullet off with a number. Plus a better way to get readers hooked when your product offers a 9-item list. Page 78.
And there you go. A rogue’s gallery of 7 evil yet effective bullet formats.
What, that’s not enough?
Quite hungry you are.
Here’s a bonus one for you then:
All successful sales letters need bullets, right? Wrong. Here are the cases when bullets can actually hurt conversions. Send me an email for details.