How to write deadly-good bullet points
Alright, let's talk about bullet points - yes, those tiny little dots you see in lists. Now, you might be thinking, "Seriously, we're talking about bullet points?" But hear me out, because in the world of copywriting, these little guys are like the unsung heroes of clarity, engagement, and hard-hitting persuasion.
So, what's the big deal about them anyway?
Well, in copywriting, using bullet points is like having a superpower. They're not just there to look pretty; they're doing some heavy lifting. Each bullet point works like a mini-headline, grabbing your attention and saying, "Look at me! I've got something important to tell you."
They break down complex ideas into bite-sized pieces, making it a breeze to scan through without losing the essence of the message. It's like they're saying, "I know you're busy, so here's the good stuff, quick and easy."
Bullet points like the seasoning in your favorite dish. Without them, everything is just bland text. But let's face it, most bullet points are as exciting as watching paint dry. So, how do we transform these mundane markers into something spectacular? Let's dive in!
Bullet points 101
Before we unleash the beast of sales persuasion, let's get our basics right. Here are the nine commandments of bullet point creation:
Fascinations: Making your bullet points deadly-good
While bullet points are a fantastic tool for copywriters, there is a way to level up your persuasion game by turning them into "fascinations." Picture this: You're not just reading bullet points; you're on a mini-adventure with each one.
The term "fascinations" was coined by the legendary copywriter Mel Martin in the 1970s. These aren't your run-of-the-mill bullet points; they're like the hooks at the beginning of a gripping movie trailer.
Each fascination is a mini-story in itself, hinting at something bigger, something compelling. They’re like those tantalizing smells wafting from a street food vendor, making you go, "I need to know what that is."
That's is the genius of fascinations. They transform ordinary bullet points into a treasure map, where each point is a clue leading you on a journey to discover more.
Each one is crafted to tease your curiosity, to make you lean in and think, "Tell me more!" It's like saying, "I know something you don't know," and who can resist that?
Here are a few examples to spark that "Eureka!" moment:
Here's how to make 'em irresistible
To wrap this up, I'll give you five pointers that will guide you to bullet point perfection:
1) Start with a bang: Your first bullet point should be a dazzling firework, illuminating the path and setting the tone for the wondrous journey ahead. In other words: Immediately hit the reader with your best shot.
2) Mix and match: Blend different flavors of bullet points – some curious, some astonishing, some enlightening. It's like a master chef experimenting with exotic ingredients to create a culinary masterpiece.
3) Tell stories: Use bullet points as stepping stones in a riveting tale. Each point is a chapter, a twist, a cliffhanger, compelling the reader to venture deeper into your copy. Turn every feature, every benefit, every selling point into a bullet point.
4) Make promises: Bullet points can be used as a solemn vow, a pact that hints at greater wisdom and rewards for those who continue on the journey with you.
5) Write more than you need: Give yourself permission to go nuts while crafting your bullet points. Write as many as you can. Then tweak and rewrite them into fascinations. You don't have you use them all in your copy, but you do need to use the best ones.
Here's how to make 'em irresistible
When you next sit to write copy, remember: Each bullet point is a brushstroke in an intricate painting, a note in a symphonic masterpiece, a step in an captivating dance, and a persuasion argument in and of itself.
You're not just listing facts; you're weaving a tapestry of intrigue and wisdom, leading your reader through an odyssey of discovery. You are making a sale.