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7 Killer Bullets That Boost Conversions

Sunday, April 26th, 2015
By: Scott Cook

When you look at the bullet points of your direct response copy, how effective are they?  Do they focus on benefits or features?  Do they inspire or inform?


Bullet points in direct response copywriting are extremely effective at helping your customers make a buying decision.  This is true for several reasons.


First, when somebody is skimming your advertisement, sales letter or landing page, they’re looking for something that’s going to jump off the page and intrigue them.  Bullets do this very well, for obvious reasons.


Second, because bullets almost always get read, they are often the most persuasive element of your page – after the headline, of course.


But are they really?


Let me share a really cool bullet-making technique with you.  I’ve heard it called many things, including the 7 Deadly Bullets, Basic emotion points and more.


Essentially, what you do is this:  You take the 7 deadly sins: lust, greed, gluttony, sloth, wrath, envy and pride and use them as a basis for your bullets.


So as an example, let’s say we’re selling a weight loss product.  We want 7 bullets that showcase benefit and touch on a person’s emotions.  Using the 7 deadly sins, we may come up with:



  • Wouldn’t it be great to be the girl that other girls want to be?

  • Sculpt your body and lose those extra pounds without sweating to the oldies

  • Show the world that you’re more than just a dress size – you’re a vibrant and desirable woman

  • You’ll be seen with new eyes – eyes only for you

  • Stop spending your hard earned money on expensive diet fads that don’t work

  • Lose weight and shape your body without starving yourself

  • You won’t just look better and feel better – you’ll tap into a source of personal power you may not even know you possess!


 


Can you detect what “sin” is the source for each of these bullets?  Do you think they might touch a woman’s desire to get trim and healthy again?  At the very least, even 1 or 2 of these may touch off an emotional trigger, and that’s what you want your bullets to do.


Happy writing!


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