Mistakes in Bullet Points

Mistakes in Bullet Points

People are naturally motivated to move away from pain towards pleasure, so you need to create pain motivators in your copy.  In a bullet point, you point out a mistake that can be avoided if they buy your product.

So hit on things that can cause the visitor pain and how your product can eradicate your pain.  It's not only the word 'mistake' you can use here, but words like: victim, hidden dangers, nightmare, scam, shocker, scare, crisis,  ruining, terrible, lie, ashamed, risk, warning signs, etc.

You can couple a pain bullet point with a promise of pleasure, or start a bullet point on a positive note, that ends on a negative note.  You'll want to do a mixture of the two types to get the most of this type of bullet point.

Examples:

“What criminals look for when they're taking notes on you! (And how knowing this mindset puts you back into control)”

“How to recession proof your business in 2010 (And how not knowing these three steps almost guarantees you'll struggle to turn a profit this year)”

Incongruent Juxtaposition Bullet Points

These are my favorite type of bullet points, as I think that they are the most powerful.  This is where you look for something that doesn't doesn't usually go with a benefit and tying the two together. 

One way of doing this is you can challenge conventional wisdom...

Example:

 “Why Pepper Spray is more likely to do harm than good if you're trying to protect yourself (often, that pepper spray in your pocket is used against you by your assailant, unless you know the simple way to use it correctly, every time!)”

Another way of creating this type of bullet point is to pick something minor, but interesting and tie it in with a benefit:

“How tapping on 7 parts of your body can help you lose weight”

As you can see from this example, you can mix and match the types of bullet points to create exciting reasons to buy your product.