Today, I sent out the first lesson in my new bullets course.
In case you didn’t read my post yesterday, here’s the rundown:
The course is free, and is delivered by email. Each email talks about a copywriting lessons I’ve figured out by comparing the source material (the book or course for sale) to the finished bullets in the sales copy.
Today’s lesson started at the beginning, with the man who invented the modern sales bullet, or really fascination.
I’m talking about the best copywriter you’ve never heard of. This copywriter is so little know because Boardroom CEO, Marty Edelston, kept this copywriter busy — and kept him a secret. Edelston never revealed who was writing all those early winning Boardroom ads. Other Boardroom employees were also under strict orders to keep this copywriter’s name a secret.
Well, the golden age of Boardroom is past. And the secret is out. The “secret weapon” copywriter was one Mel Martin.
And like I said, Martin really wrote fascinations, not just bullets.
Before Martin, most sales bullets gave straight-up benefits or warnings. But that’s often not enough, not in a competitive market. So Mel Martin added another ingredient to his bullets to make them irresistibly fascinating.
That’s what today’s lesson was all about. It’s something you cannot omit if you want to write successful bullets — or really any kind of successful copy.
Unfortunately, unless you are subscribed to get my bullet course, then you missed today’s lesson. It won’t be available again, unless I package all the lessons up one day and make them available as a course to buy.
That’s the bad news. The good news is you can still sign up to get every following bullet lesson I will send out. For example, tomorrow’s lesson is about a 2-bit bullet ingredient that will keep your reader from saying “So what?” or “Bullshit!” when he reads your bullets and your copy. If you want to get that lesson as it comes out, here’s where to subscribe: