Bullet points
are an ideal way to portray the benefits of your product or service. The premise behind bullet points is that you
want to create enough curiosity with each bullet point, that the visitor wants
to buy your product, just to get the answer to that one bullet point.
You can create
20 bullet points, with which each will convince a different group of users, to
buy your product.
Here is the
magic formula for writing bullet points – promise your reader a huge benefit,
with an element of curiosity. You can
tell them what they can get, but they have to get your product to get the answer.
There are 6
types of bullet points, which are most effective. You should use all 6 types of these bullet
points in your copy.
They are:
1. How To
2. Mistakes
3. Incongruent juxtaposition
4. Instant gratification
5. Fool-Proof
6.
Ease of Use
How To Bullet
Points
These are the
most straight-forward type of bullet points.
Here, you just write a “how to” plus a specific benefit.
Example:
How to qualify
for social security disability pensions at any age
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.
Instant
Gratification Bullet Points
One of the
biggest benefits you can give a visitor is instant gratification, so to create
this type of bullet point – you give a benefit that they can attain immediately
after getting your product.
“Health alert:
the 60 second test that can save your life”
You should
always include instant gratification bullet points in your web copy.
Fool-proof
Bullet Points
When people
learn something, they often want to use that new knowledge every day. Another way to describe this is, that they
want a fool-proof solution.
Example:
“How to
permanently lock your mind into “survival mode”... so you'll never be surprised
by trouble”
As you can see,
the idea behind this type of bullet point is that you can “lock into” some
knowledge that will benefit the reader for life.
Ease of Use
Bullet Points
Another benefit
that people often look for is to get something without much effort. The
difference between this type of bullet point and the instant gratification
bullet points is that the result may not be immediate, but you can do almost
nothing to achieve the result.
Example:
“The amazing 10
minute strategy used religiously by the most overworked people in the world...
to have better sleep, more energy and supercharged brainpower”
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