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:

  • Express a clear benefit: Think of bullet points as mini-headlines inside your copy. They're like tiny little appetizers, giving your readers a taste of what's to come without spoiling the main course
  • Symmetry is key: Keep your bullet points as uniform as possible. It's like Feng Shui for writing; it pleases the eye and soothes the reader's soul.
  • Avoid clutter: A bullet point is not a nesting doll. Don't stuff them with sub-bullets and sub-sub-bullets. It's a bullet point, not a bullet novel.
  • Practice parallelism: This is like matching your socks; it's just nicer when things go together. Start each bullet with the same part of speech to maintain a rhythm.
  • Bullets are NOT sentences: Remember, bullet points are the rebels of the grammar world. They don't always need to be complete sentences.
  • Unleash the power of intrigue: Start with something that tickles the curiosity. It's like whispering a secret in a crowded room - everyone wants to lean in and listen.
  • The art of surprise: Throw in an unexpected twist. It's like finding a long-forgotten $20 bill in your old jeans. Delightful and memorable.
  • The dance of specificity: Be specific but not too specific. It's like telling someone you've got a surprise for them, but not what it is. The mystery is half the fun!
  • The rhythm of relevance: Ensure each bullet is relevant to your main point. It's like a dance routine where every step is in perfect sync with the music.

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:

  • "Unlock the writing secrets that best-selling authors won’t tell you". This is just like being handed a master key to the hidden corridors of literary genius.
  • "The marketing blunder that 95% of startups make – and how to turn it into your advantage". Here, you're not just avoiding a pitfall; you're transforming it into a trampoline to success.
  • "The relationship advice that could save your marriage, straight from couples who've been together for 50 years". This one makes the reader feel like gaining access to a time-honored wisdom vault, a repository of relationship riches.
  • "Discover the diet secret that even celebrities don't know about". This one's like an exclusive backstage pass to the world of the rich and famous.
  • "The investment mistake that 90% of people make - and how to avoid it": Suddenly, you're part of the elite 10%. Who wouldn't want that?
  • "The little-known travel hack that can save you hundreds": It's like finding a hidden path in a crowded tourist spot, leading to a secret paradise.
  • "Why some patients get VIP treatment in hospitals". This one's like a juicy gossip; you just need to know more.
  • "How to learn about medical discoveries before your doctor": This makes you feel like you're part of an exclusive club, secret handshake and all.

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.


Category: Copywriting  | Tags:  BulletPoints, Fascinations, Style
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