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Copywriting Tips - The Nuts And Bolts Of Bullet Points by Anthony White
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Copywriting Tips - The Nuts And Bolts Of Bullet Points |
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Education
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When you get a chance, turn on the TV and watch some of those infomercials for stuff like mortgages. Those have to be some of the greatest bullet points I've ever seen. They really get to the heart of the matter when it comes to informing the prospect of just what they're getting with this great service. Many copywriters can learn a lesson or two from these guys. Well, in this article, I'm going to try to convey some of the finer points of writing bullet points to that yours will be a lot better for it. Bullet points have to be short and, no pun intended, to the point. They need to clearly convey the features and/or benefits of the product or service. That's why I so love these mortgage broker commercials because they get right to the heart of the matter. No points No closing costs No down payment Low fixed finance rates I own my home and only have about two years left to pay on it and I'm still tempted to refinance. That's how powerful these bullet points are. When you, as a copywriter, are confronted with writing bullet points for your prospect, you need to make them as compelling as these. They need to scream off the page. They need to make the prospect say, "I have to get this NOW" or they're not doing their job. Okay, so just how do we create these compelling bullet points? The easiest way is to be really familiar with the product or service itself. If you're writing copy for your own product, this shouldn't be too hard. After all, you know the product better than anybody. If you can't come up with compelling bullet points then maybe there are some serious flaws in the product itself. If you're creating bullet points for somebody else's product then the only way to be able to do this effectively is to read or test the product and understand it inside and out. If you don't, or can't pull the high points out of it, then you need to contact the product owner and ask him flat out, "What is the consumer going to get out of this?" Ask him to give you 10 things that the product will give the consumer. You'll be lucky if most product creators can give you a handful. You may need to ask additional questions in order to pull this off. Eventually, with a bit of work, you will come up with at least four to six solid bullet points that will greatly increase the chances of selling the product. To YOUR Success custom thesis
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