Not long ago, a good friend of mine was wondering about how to write lots and lots of bullets for his sales letters and ads.
Bullets being those little nuggets of info that copywriters use to show lots of benefits and teasers throughout their advertising.
Some copywriters can write (literally) hundreds of these bullets. The late, great copywriter Eugene Schwartz was especially known for being able to write a ton of bullets.
While others often struggle with their bullets. and are lucky to be able to crank out 10 or 15.
Luckily, it’s pretty simple if you know the trick.
And that trick is simply doing a whole bunch of research.
In fact, the MORE research you do — the MORE times you go through the product, examine it, and study your market — the MORE bullets you will be able to write.
Yes, it takes work and effort but, since one bullet (literally) can carry the sale, it is always worth the effort. Especially if you want to make your ads more persuasive and sell more.
It also helps to study successful bullet point structures.
In other words, look at ads with bullets that sold you and use their structures in YOUR ads. Don’t copy any bullets word-for-word as that is unethical and, probably even illegal.
But study and copy the structure and the dramatic flow.
I look at bullets almost like poetry.
The best ones have a certain rhythm and beat to them.
It’s kind of hard to explain. but if you study enough good bullets, it’ll eventually click.
And when it does, you’ll be a bullet-writing machine.