21 Bullet Secrets That IGNITE The Selling Power 0f Your Copy –– a summary of Clayton Makepeace's "The Screaming Eagle" for #copywriters.
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The ability to write great bullets and fascinations is one of the most powerful skills you'll EVER acquire as a copywriter. And the ability to *recognize* both good and bad ones is essential to being a great direct response entrepreneur or marketing director.
The best bullets:
> Powerfully stimulate curiosity & intrigue...
> Seduce your prospect to read, read, READ!
> Build desire by creating the urge to "know" the secret your bullet promises to reveal...
> Seize your prospect's attention and keep him zooming through the copy...
> Powerfully stimulate curiosity & intrigue...
> Seduce your prospect to read, read, READ!
> Build desire by creating the urge to "know" the secret your bullet promises to reveal...
> Seize your prospect's attention and keep him zooming through the copy...
The best bullets:
> Make your sales message more readable...
> Pump up your promotions with more variety and prevent the disastrous "flat" benefit syndrome...
> Crush "headline block," instantly delivering a wealth of fantastic headline possibilities...
> Make your sales message more readable...
> Pump up your promotions with more variety and prevent the disastrous "flat" benefit syndrome...
> Crush "headline block," instantly delivering a wealth of fantastic headline possibilities...
#1. The "How To" Bullet
This is the single most popular bullet. It works because we seem to have a natural affinity & curiosity for "how-to" info. That's especially true if the "how-to" information is tied into your deepest feelings & desires. That's the key to making it work.
This is the single most popular bullet. It works because we seem to have a natural affinity & curiosity for "how-to" info. That's especially true if the "how-to" information is tied into your deepest feelings & desires. That's the key to making it work.
#2. The "Secret To" Bullet
Use this for uncommon that can be legitimately called a "secret". Typically the "secret" is centered on "how" your prospect will get the benefit. Be careful not to overuse this idea, however, or your prospect will become excessively skeptical.
Use this for uncommon that can be legitimately called a "secret". Typically the "secret" is centered on "how" your prospect will get the benefit. Be careful not to overuse this idea, however, or your prospect will become excessively skeptical.
#3. The "Why" Bullet
Promise to reveal WHY something is a certain way – and that knowing why will make a difference in your prospect's life. Make sure your promise is... (a) something your prospect is instantly curious to know more about and (b) directly beneficial in his life.
Promise to reveal WHY something is a certain way – and that knowing why will make a difference in your prospect's life. Make sure your promise is... (a) something your prospect is instantly curious to know more about and (b) directly beneficial in his life.
#4. The “What” Bullet
> Give your prospect specific instructions for action (“What you MUST do now to avoid…”).
> Offer them elusive, valuable info (“What doctors don’t tell you about…”). This bumps up the perceived value of the info while hiding it for added curiosity!
> Give your prospect specific instructions for action (“What you MUST do now to avoid…”).
> Offer them elusive, valuable info (“What doctors don’t tell you about…”). This bumps up the perceived value of the info while hiding it for added curiosity!
#5. The “What NEVER” Bullet
If you’ve ever read a Boardroom report, I’d bet big money you’ve seen this type of bullet. They popularized it with the following bullet that became a blockbuster headline:
“What never to eat on an airplane.”
If you’ve ever read a Boardroom report, I’d bet big money you’ve seen this type of bullet. They popularized it with the following bullet that became a blockbuster headline:
“What never to eat on an airplane.”
#6. The “PLUS” Bullet
This is a greed bullet – it gets your prospect into the mindset of more, more, MORE! Its structure isn’t terribly unique – it’s one of the other formulas with a PLUS at the beginning. PLUS bullets work best to end a list, finishing with power & momentum.
This is a greed bullet – it gets your prospect into the mindset of more, more, MORE! Its structure isn’t terribly unique – it’s one of the other formulas with a PLUS at the beginning. PLUS bullets work best to end a list, finishing with power & momentum.
#7. The “Number” Bullet
Use this bullet when you can group together multiple ways of doing something, secrets, or reasons why something will happen. It condenses unique information into a value-added team of enticing secrets, methods, or ways of delivering the desired benefit.
Use this bullet when you can group together multiple ways of doing something, secrets, or reasons why something will happen. It condenses unique information into a value-added team of enticing secrets, methods, or ways of delivering the desired benefit.
#8. The “Right… WRONG!” Bullet
You suggest the assumed idea/belief and then immediately debunk it with… WRONG! Everybody wants to know why or how they could be wrong about something they thought they knew. Especially, if there’s a killer benefit in knowing the right answer!
You suggest the assumed idea/belief and then immediately debunk it with… WRONG! Everybody wants to know why or how they could be wrong about something they thought they knew. Especially, if there’s a killer benefit in knowing the right answer!
#9. The “WARNING” Bullet
Alert your prospect of danger ahead. This is most effective when your promotion targets the fear emotion. Of course, this bullet works much better when you give proof that you have the solution/benefit to the problem you’re warning your prospect about.
Alert your prospect of danger ahead. This is most effective when your promotion targets the fear emotion. Of course, this bullet works much better when you give proof that you have the solution/benefit to the problem you’re warning your prospect about.
#10. The “Are You…?” Bullet
Ask your prospect about something you strongly believe he’s already doing & offer a specific benefit/advice/instruction with as much credibility as possible. This gets your prospect to say “yes” and nod his head, building momentum toward the sale.
Ask your prospect about something you strongly believe he’s already doing & offer a specific benefit/advice/instruction with as much credibility as possible. This gets your prospect to say “yes” and nod his head, building momentum toward the sale.
#11. The “Gimmick” Bullet
Extract an idea from information in your research & put a creative “spin” on it, assigning it a name. Example: say you’re selling a fitness book and you find there’s a body fat test that requires you to pinch certain parts of your body ("pinch test".)
Extract an idea from information in your research & put a creative “spin” on it, assigning it a name. Example: say you’re selling a fitness book and you find there’s a body fat test that requires you to pinch certain parts of your body ("pinch test".)
#12. The “Sneaky” Bullet
Use very selectively – because overdoing it makes your copy feel contrived. Not everything can be “sneaky”. It typically applies when you have a piece of controversial info… or in less extreme cases: a hidden, guarded, or overlooked element.
Use very selectively – because overdoing it makes your copy feel contrived. Not everything can be “sneaky”. It typically applies when you have a piece of controversial info… or in less extreme cases: a hidden, guarded, or overlooked element.
#13. The “Statement of Interest + Benefit” Bullet
This formula works best when you have an exciting or intriguing tidbit to lead with. Then immediately follow it with a strong benefit. Start with a fact & then use one of the “how-to” or “why” bullets for the second line.
This formula works best when you have an exciting or intriguing tidbit to lead with. Then immediately follow it with a strong benefit. Start with a fact & then use one of the “how-to” or “why” bullets for the second line.
#14. The “Direct Benefit” Bullet
Make a claim (ideally a unique/powerful one) in the opening line of your bullet. The first word is usually an action verb, instantly promising the benefit.
Then deepen, prove, & add intrigue or additional benefits to the original claim.
Make a claim (ideally a unique/powerful one) in the opening line of your bullet. The first word is usually an action verb, instantly promising the benefit.
Then deepen, prove, & add intrigue or additional benefits to the original claim.
#15. The “Specific Question” Bullet
This bullet hooks your prospect by leading with an intriguing question of importance. Just like many of the other formulas, what follows must offer the desired solution either within the running text of the copy or the product being sold.
This bullet hooks your prospect by leading with an intriguing question of importance. Just like many of the other formulas, what follows must offer the desired solution either within the running text of the copy or the product being sold.
#16. The “If… Then” Bullet
It first engages your prospect by inviting him to meet a simple requirement/be in a specific “group”/experiencing a malady/symptom.
The right piece of info interests him in whether he meets the requirement or is experiencing what you describe.
It first engages your prospect by inviting him to meet a simple requirement/be in a specific “group”/experiencing a malady/symptom.
The right piece of info interests him in whether he meets the requirement or is experiencing what you describe.
#17. The “When” Bullet
For promising a benefit at a very specific time. You’re implicitly saying, “Do this at a certain time, and you’ll get a guaranteed result.” Prospects naturally want to know when they get the benefit and how he can get it. Intrigue/curiosity are built-in.
For promising a benefit at a very specific time. You’re implicitly saying, “Do this at a certain time, and you’ll get a guaranteed result.” Prospects naturally want to know when they get the benefit and how he can get it. Intrigue/curiosity are built-in.
#18. The “Quickest, Easiest” Bullet
Offer to reveal the quickest/easiest/simplest way to do something, to achieve a beneficial result. It’s human nature to want to get something easier, faster, and with less effort – especially in today’s instant-gratification-driven society!
Offer to reveal the quickest/easiest/simplest way to do something, to achieve a beneficial result. It’s human nature to want to get something easier, faster, and with less effort – especially in today’s instant-gratification-driven society!
#19. The “Truth” Bullet
Use this one when you want to help your prospect put a controversial or debatable issue to rest. Select pieces of information that appear conflicting or confusing to him. Then offer him a clear solution in the form of the “Truth”.
Use this one when you want to help your prospect put a controversial or debatable issue to rest. Select pieces of information that appear conflicting or confusing to him. Then offer him a clear solution in the form of the “Truth”.
#20. The “Better” Bullet
When there’s an assumption that something’s good but YOU have something even better – use this bullet! It’s a great way to sneak right under your prospect’s BS detector and slip in your benefit, build curiosity and create momentum.
When there’s an assumption that something’s good but YOU have something even better – use this bullet! It’s a great way to sneak right under your prospect’s BS detector and slip in your benefit, build curiosity and create momentum.
#21. The “Single” Bullet
This type of bullet is best used when you have a piece of information or benefit that exceeds all others. And you have proof. It’s effective because you’re promising something that stands head and shoulders above anything else being offered.
This type of bullet is best used when you have a piece of information or benefit that exceeds all others. And you have proof. It’s effective because you’re promising something that stands head and shoulders above anything else being offered.
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