Get More Sales With Magic Bullets

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Keep it short and on point to convert more

In today’s edition, I’m going to share with you an insight I know will help improve your copy: magic bullets!

Bullet points are the workhorse in sales copy. They:

  • Make concepts easy to digest
  • Get points across quickly
  • Help break up a copy to invite readers into your story

But most of us don’t use bullets to their full potential. That changes today.

In this issue, I’m going to show you the key to creating magic bullets.

Throughout, I’m going to be referencing the book, Copywriting Secrets, by Jim Edwards. If this book isn’t on your bookshelf yet, consider it.

Believe me, I’ve read a ton of books on the art and science of copywriting. This one is up there among the best.

Back to bullets.

Most writers stop at level 1 when it comes to using bullets within their sales copy. Here’s some copy I pulled from an advisor’s website.

Here’s what we provide:

  • DEDICATED TRAVEL EXPERT
  • UNIQUE ACCOMMODATIONS & EXPERIENCES
  • EXCLUSIVE AMENITIES
  • 24/7 GLOBAL ASSISTANCE

This works. Kind of. It gets the information across, sure. But it’s just a list.

There are no benefits. It’s not building any type of curiosity. And most importantly, it’s not explaining what this will do for customers.

A loop is opened and left to the customer to figure things out. And that’s not great.

Is there a better way? You betcha.

According to Edwards you can become instantly better at bullets by implementing the Basic

Simple Bullet Formula:

It___________so you can_______________.

Let’s give it a spin using the example above:

  • Dedicated travel expert so you can leave all the planning to us.
  • Unique accommodations and experiences so you can get the vacation you want and need.
  • Exclusive amenities so you can feel pampered from the moment you arrive to the minute you have to leave.
  • 24/7 global assistance so you can rest easy knowing there’s someone here to help.

See the difference this can make? It elevates the services being provided and helps close some loops.

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Get More Sales With Magic Bullets 3

Now the customer gets a better sense of what you do and the benefits you provide.

And if we stopped there, we’d be doing pretty good. A lot better than most. But we aren’t stopping there. No. No.

Let’s kick it up a notch with this:    Feature + Benefit + Meaning

Feature = what it is

Benefit = what it does

Meaning = what this means to the buyer

Now we’re cooking with gas.

Power Bullet Formula:

It_______so you can_______, which means __________.

Let’s take those bullets and really add some heat.

  • Dedicated travel expert so you can leave all the planning to us this means you can save time and a lot of headaches pulling together a vacation for your entire family.
  • Unique accommodations and experiences so you can get the vacation you want means everyone in your traveling party will be comfortable and get the most out of exploring the destination.
  • Exclusive amenities so you can feel pampered from the moment you arrive to the minute you have to leave means you can come back feeling recharged and refreshed.
  • 24/7 global assistance so you can rest easy knowing there’s someone here to help means you have a safety net and lifeline you can call if you ever you need help. You won’t find this kind of support by going it alone.

See what just happened there?

We took something that was ok… and we turned it up to an 11. And it doesn’t get any better than that. Does it?

Think about how much more effective your copy is going to be now that you have the template to make Magic Bullets.

Feature + Benefit + Meaning

That’s a wrap for this edition. Now, get outside and enjoy the day!

But real quick…If you enjoyed the read, take a minute to share with other like-minded friends.

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