Writing Bullets
As a copywriter, you no doubt are familiar with the copy device called the bullet. Or as Eugene Schwartz called them, fascinations. That’s actually a great name for bullets because their role in your copy is to fascinate your reader and get them to want more.
Bullets are short punchy lines of copy that create curiosity and interest in the product you are writing about. The best bullets “open a loop”that will be answered by purchasing the product. They create an itch that must be scratched.
Great bullets turn features and advantages into benefits and impacts. And when you stack several great bullets together, they gradually build desire for the product you are writing about, they grab attention so your reader can’t look away from your copy, and they make your message easier to read by taking interesting information out of paragraphs and dropping it into easy to read one-liners.
The best copywriters write a lot of bullets. Our friend Parris Lampropoulos reportedly writes as many as 700 different bullets when he takes on a new project. Eugene Schwartz used to make 60-70 pages of notes before he would turn those notes into hundreds of bullets. By writing so many, you can choose the best 5-10% and every bullet you use will be exceptional.
But… because bullets are easy to read, they can be easy to skip over… reviewed superficially by someone who is distracted and not paying attention. You can’t afford to write boring bullets. If your bullets don’t capture attention and create curiosity and a desire for your product, they may hurt your copy instead of helping you communicate your message.
To quote copywriter Mark Ford, “bullets like headlines and subheads need to be as close to perfect as possible. And that takes time and judgement.”
Mark taught that a good bullet does 4 things… all represented by a word beginning with the letter U. They must be urgent. That is they should create a desire for the product now, rather than later. They should be useful, meaning whatever claim they are teasing needs to be valuable to the reader. They should suggest a unique benefit. And by that he means each bullet should be about one single thing, not a group of things; and that thing should be different in some way from everything else like it. And finally, he said bullets should be ultra-specific because vague bullets are meaningless and don’t actually create desire or curiosity.
While Mark’s advice is good, I find that bullets that do all four of these at once often read a bit more like headlines or subheads. Here’s an example Mark shared…
Cut your taxes 35% to 50% by turning your hobby into a business. This “patented” technique can be accomplished in about 2 minutes! (Find out before tax day rolls around again).
That’s a good bullet, but like I said, it’s an even better headline. Which is interesting because when I sit down to write bullets for a particular product or service, I often find that several of the bullets I come up with turn into headlines or subheads. In fact, many copywriters start the writing process with bullets for this very reason. Not only do you end up with a bunch of bullets that intrigue and help sell, you also get lots of potential headlines. So you may want to use the 4Us as a way to tighten up your headlines, not just your bullets.
Even Mark admits that many of the best copywriters pack their copy with bullets that only hit one or two of the 4Us. As you’ll see with some of the examples to follow.
Another copywriter who has shaped my approach to bullet writing is Tony Flores. I had the opportunity to meet Tony in person a little while ago, and we chatted about his approach to bullets, much of which I’m going to share here. Tony outlined 21 different bullet-writing formulas that copywriters could use to improve their copy, create curiosity and intrigue, and help readers discover solutions to their problems. I’m going to walk you through those formulas, plus one more, to help you write the best bullets possible.
Bullet Type #1. The How-to Bullet.
This is probably the most popular type of bullet. You’ll see them used as headlines for youtube videos and banner ads, in part because people are constantly looking for ways to do the things they need to get done. The most popular Google search terms often begin with, “how do I…” And when prospects come to a sales page or subscribe to an email list, it’s usually so they can accomplish something or solve a problem they have. They’re already thinking something along the lines of… how do I fix this? If you can tap into that feeling that your reader already has, the how-to bullet will connect with them.
Here are a few examples:
How to rub your stomach away: the simplest and most natural way to lose eight pounds with this effortless two-minute exercise.
How to attract your soulmate: 9 must-do activities to draw your soulmate to you.
How to make yourself safer than 89% of other car passengers.
Bullet type #2: The What Bullet
What bullets are great when you need to give your reader specific instructions for something they need to do. And they can be used to share valuable information. Both of these uses for the what bullet do a good job of raising the percived value of the information while hiding the specifics, opening a loop the reader can only close by getting the product you are writing about.
A couple of examples:
What you need to do now to avoid paying excessive taxes.
What you should never eat on an airplane.
FACT #1: Drug companies kill tens of thousands each year.
Bullet type #3: The When Bullet.
The When Bullet is best when you can make a promise that is time bound, that is, do this at a certain time and you’ll get this benefit or result.
Examples of the When Bullet include:
When the IRS has to pay your interest! You can’t afford to miss this deadline.
When it’s safe to leave your weapons at home—the only time you can confidently walk the streets without a gun.
The only time it’s safe to skip paying your taxes.
Bullet type #4: The Why Bullet.
The Why Bullet is good for building intrigue. With this bullet, you are promising to reveal information that will make a positive difference to your reader. It should be something your reader is curious to know and will benefit them directly.
Examples of the Why Bullets:
Why you can’t trust your retirement to your 401(k) — and what to invest in instead.
Why great managers always start meetings on time.
Why, if disaster strikes in the US, you’ll pay 15 times more for cheap imitations of your favorite supplements—and why that’s good news!
Bullet type #5: The Secret Bullet.
The Secret Bullet is called for when you have a real secret to reveal—something not commonly known. It’s important to recognize that the secret needs to be legitimate, not something obvious, or it will not have the impact you want. In fact, it will disappoint your reader. You also don’t want to overuse this bullet as each additional “secret” will raise your reader’s B.S. meter a bit. If everything is a secret, your reader will turn off.
Examples of Secret Bullets:
7 guilty secrets drug companies do NOT want you to know!
The secret text message she can’t ignore.
Google’s little known secret algorithm and how you can beat it.
Bullet type #6: The Quickest/Easiest Bullet
You should use the Quick/Easy bullet when your reader has an easy or quick action that delivers a benefit or outcome they want. Everyone wants things faster, simpler, and effort-free. This bullet teases instant gratification.
Examples of Quick/Easy Bullets:
The easiest way to amass retirement wealth in your 20s.
Revealed… The fastest way to become a master copywriter.
The quickest way to TikTok fame and fortune—a strategy so simple a child can do it.
Bullet type #7: The List or Number Bullet.
The list bullet is best when you’ve got several features or benefits that can be grouped together to deliver a single result. If your product has several ingredients, parts, modules or segments that contribute to a single outcome, a number bullet is called for.
Examples of List/Number Bullets:
The 17 little known bullet writing techniques.
3 things you should never say when you’re angry.
4 ways to stimulate your brain to release powerful doses of oxytocin.
Bullet type #8: The Never Bullet.
The Never Bullet is powerful because it alerts us to a mistake or impending harm. It taps into Fear (or fear of missing out) and builds intrigue for something your reader needs to know to avert danger.
Examples of Never Bullets:
Why you should never drink soda before 8 am.
What you should never keep in your safe deposit box. And how to keep the state from stealing it.
What never to eat on an airplane.
What you must never say to a police officer if you’re pulled over.
Bullet type #9: The Right/Wrong Bullet.
This bullet challenges conventional wisdom or beliefts that your reader may have, but need to change before they will take action. It starts with something your reader is likely to believe, then turns that common wisdom on its head to tease something completely opposite.
Examples of the Right/Wrong Bullet:
The bathroom cabinet is the best place to store medicine, right? Wrong! Here’s why it’s the worst…
Sneezing into a tissue prevents germs from spreading, right? Wrong!
Page 2 explains what to do instead.
Unscented products have no scent? Sorry. That’s not right. Many products are masked with a dangerous chemical that causes allergic reactions.
Bullet type #10: The Warning Bullet.
The Warning Bullet raises alarm and alerts you to potential dangers. It taps into fear and works best when coupled with the solution for the danger.
Examples of the Warning Bullet:
Warning: Congress and Silicon Valley are working together to kill the dollar and launch a cashless economy.
Warning your 401(k) is in extreme danger. How your investment strategy is vulnerable to the Fed’s monetary policy.
Warning: these 11 popular foods are hiding a deadly ingredient that can cause a heart attack. Find out what they are on page 10.
Bullet type #11: The Statement of Interest + Benefit Bullet
This bullet is best when you have an exciting or intriguing tidbit of information to lead with. Then you immediately follow with a strong benefit.
Examples of the Interest + Benefit Bullet:
Gold is up 207%. Here’s how you can profit for the inevitable fall.
The house always wins. But here’s how you can turn the tables on the Las Vegas Casinos.
Warren Buffet is the most successful investor of all time. How you can “steal” his strategy and make millions investing in stocks.
Bullet type #12: The Direct Benefit Bullet
This bullet is used when you make a big claim. The first word is usually an action word. The next line deepens, proves and adds intrigue to the claim you are making.
Let’s take a look at some examples:
Build huge muscles without lifting weights.
Put your website at the top of Google—without the help of SEO.
No more migraines. This common vitamin banishes them for good.
Bullet type #13: The Question Bullet.
The Question Bullet hooks your reader with an intriguing question they don’t know the answer to, and when they read it, they need to dig deeper to find the answer—usually by purchasing the product you are writing about.
Examples of Question Bullets:
Did you know most home invasions happen when the owner is home? Here’s how to keep burglars away from your treasured possessions.
Whole life insurance? The policy you simplly can’t afford to own.
Do you claim adult children on your taxes? Stop! And save thousands in college tuition.
Bullet type #14: The If/Then Bullet.
The If/Then Bullet is good when your reader has a particular belief or habit or behavior that can be connected to an outcome they want. It starts by connecting with your reader with a simple request or by including them in a specific group. With the right “if” statement, your reader will naturally be interested in the “then” part of your bullet.
Examples of the If/Then Bullet:
If you’ve got 10 minutes a day, you can earn a full time income trading stocks.
If you’ve been struggling to find clients, the P7 Acquisition System will help end your feast and famine cycle forever.
If you slice your drives, here’s why you should forget everything your golf instructor—even your buddies—tell you about your swing.
Bullet type #15: The ARE You? Bullet
The Are You Bullet is a good way to connect with your reader if they behave in a certain way or believe something specific. If you understand your prospect’s worldview and problems, this is a pretty easy bullet to write. It can be used to raise their awareness of mistakes to tap into the shame and embarrassment they might feel… but of course, not in a manipulative way. You’re better than that.
Examples of the Are You Bullet:
Do you make these mistakes in English?
Are you taking this popular vitamin supplement? If so, read this urgent message from…
Does your broker have a “rap” sheet with the SEC? Here’s how to find out—fast!
Bullet type #16: The Hidden Truth or Contrarian Bullet
The hidden truth or contrarian bullet is great for creating and dealing with controvery or if your reader questions the prevailing narrative related to what you are selling. If you have information to reveal, it can create intrigue and interest and keep readers engaged.
Examples of the Hidden Truth or Contrarian Bullet:
The truth about mutual funds… what your broker doesn’t tell you is costing you 1/3 of your investment returns.
The truth about lunch meats.. Are they really harmful?
3 wealth building tactics your bank will not tell you about—unless you ask.
Bullet type #17: The Better Bullet
You can use the Better Bullet when your product or the outcome it creates is demonstrably better than other options your reader has now. If you have a unique mechanism or produce a unique outcome, result or transformation, the better bullet helps tell that story.
Examples:
Better than running! The aerobic workout that prevents heart disease and preserves your knees.
Beyond the bedroom… creative spaces to spice up your love life. Every home has erotic secrets to unlock!
Better than Keto… the proven diet that helps you drop pounds without eliminating carbs.
Bullet type #18: The Sneaky Bullet
The Sneaky Bullet is best if you have information that has been hidden, overlooked, or held back. It can also be useful to reveal a conspiracy. Be careful when writing these, they can feel contrived if overdone or completely made up. The hidden information should be real. And have a negative impact on your reader if they don’t take action.
Examples:
The sneaky insurance trick that could cost you thousands.
3 common, deceptive marketing techniques you keep falling for and how to avoid them forever.
The sneaky way professional fighters use the element of surprise to turn around dangerous situations… even when they’re the ones who’ve been “jumped” by an assailant unexpectedly!
Bullet type #19: The Gimmick or Named Object Bullet
The Gimick Bullet allows you to spin an idea from your offer (like a feature or set of features) to create interest by assigning it a unique or interesting name. That name may be completely made up or it could be a strategically named element of your product.
Examples of the Gimmick Bullet:
“The Harvard Business School research technique” that helped McDonalds triple their shake sales.
The “optical illusion” that makes putting from the fringe nearly impossible.
The amazing “blind spot” technique that helps you understand and connect with your grumpy teenager.
Bullet type #20: The Greed or Plus Bullet
The Greed Bullet gets your reader wanting more of whatever it is you are offering. Add this bullet after another benefit or another bullet to build even more desire for the outcome your reader wants.
Examples of the Greed Bullet:
Plus… how you can use this same secret to double or even triple your investment returns.
Plus get my complete list of people who hire copywriters so you know exactly who to pitch for the best jobs.
Plus how to turn the tables on them: insulate your wealth, then use their treachery to lock in profits up to 562%!
Bullet type 21: The Single Bullet
The Single Bullet is best when you have information that is critically important and exceeds everything else you’ve written about. And if you have proof. This cuts to the most important benefit or promise.
Examples of the Single Bullet:
The single most important thing you can do each day to raise smart kids.
The single most critical stock to avoid in the coming year.
The single most important nutrient to eat for strong bones.
Now that you have the 21 bullet formulas, use them as you sit down to write. Once you’ve got your list, make sure you use the 4Us to supercharge the results. You don’t need all four, but your bullets should include two or three of the four Us: urgent, useful, have a unique benefit, and be ultra-specific.
Of those four elements, specificity is probably the most important. Be specific about numbers, results, and ideas. The more specific you are, the more believable your bullets will be.
Also reveal your mechanism in your bullets… there’s an entire segment here in Copywriting Mastery about Unique Mechanisms… writing bullets about your mechanism that create intriuge and interest will make it more desireable… and because your mechanism is unique, the only way your reader can get it is from you.
I’ll leave you with one more tip when it comes to bullets… for even more powerful, fascinating bullets, combine two different types into one… like this combination of a how-to bullet with a right/wrong bullet:
How to use a simple punctuation mark to boost your response by 50% or more. No, it’s not an exclamation point (they often decrease response, because they smell like hype).
The combination of the two makes for a better bullet. If you just used the first line, most readers will assume the answer. But by adding the right/wrong framework to the second line, the writer takes away our reasonable assumption and leaves us needing to know what we don’t know. What in the world could that punctuation mark be?
Here’s another bullet combination, this time a list bullet with the secret and gimmick bullets, then augmented by a proof statment.
The 10 “Come Hither” Sexual Signals given by women that most men miss entirely! These are the ultimate secrets of meeting women—finally revealed by women themselves and supported by 20 years of scientific research!
Now practice. Sit down and create your own list of bullets for the product or service you are writing about. Be sure to refer back to your research on your prospect and not just the product for bullets that connect more deeply.