How to Write SalesBoosting Bullets in Your Copy

Goals for today § § § Understand the sales power of bullets Discover the principles of writing sales-boosting bullets See how bullets work in different examples Follow our “before and after” bullet makeovers A handy checklist for your killer bullets © 2018 AWAI www. awai. com 2

What are bullets? Classic definition: A bullet ( • ) is a symbol used to introduce items in a list. Marketing definition: A list of benefits (pulled from features) that convince prospects to buy the product. © 2018 AWAI www. awai. com 3

Why are bullets important? § Bullets help prospects get the message by scanning § Catch their interest, they’ll read more and more § Every minute you hold attention = closer to your call-to-action § Bullets also help break up your copy, appears easier to read © 2018 AWAI www. awai. com 4

How much do bullets matter? Testing proves that bullet wording and placement can reap

What are sales-boosting bullets? § § § They support the big promise with strong details They paint a picture of benefits prospects want They surprise and delight They’re believable, adding proof and credibility They get the prospect nodding YES They prompt prospects to ACT © 2018 AWAI www. awai. com 6

15 principles of writing sales-boosting bullets Curated from A-list copywriters and marketers including Mark Ford (aka Michael Masterson) • Paul Hollingshead Sandy Franks • Clayton Makepeace • Carline Anglade-Cole Bob Bly • Mike Palmer • Ben Settle • many others © 2018 AWAI www. awai. com 7

1. List benefits vs. features § Features are facts. . . often technical and uninspiring § Benefits are emotional and irresistible — the “so what” desired outcome each feature delivers © 2018 AWAI www. awai. com 8

2. Be conversational § § § Look for reviews, social media comments, letters Use

3. Use active vs. passive voice Think in verbs: § Get § Discover §

4. Use the 4 U’s § UNIQUE: Feature what’s different from all other options § USEFUL: Promise something the prospect will value § URGENT. Give a reason to desire the benefit NOW § ULTRA-SPECIFIC: Be precise with facts and figures © 2018 AWAI www. awai. com • Apply this Nobel Prizewinning method of futures investing – and turn $500 into $4, 820, 000 in 30 days. 11

5. Fascinate § Consider your bullets miniheadlines § Make them as strong as you

6. Solve § Highlight specific, awesome solutions to problems your prospects struggle with every

7. Keep it short § Shorter = more inviting § 1 -3 sentences max

8. Add facts and figures § Facts and figures support proof and credibility § Make them STRONG teasers that the reader can only find out if they get the report/buy the product § The more specific, the better © 2018 AWAI www. awai. com • The world’s two most powerful inflation fighting strategies: PLUS the stocks that can hand you gains of up to 562% as inflation returns. . . • Platinum Prices Up 90% since 2012 — Here’s How To PROFIT: Why platinum prices are expected to surge throughout 2018. Best coins and bars for profit-minded investors. 15

9. Avoid rounded numbers § Wrong: "Make over $10, 000 in the next three

10. Ask questions (sometimes) § Engage the reader § Hit on a pain point or create doubt § THEN — guide the reader to a solution, secret, or better way they can’t resist knowing about © 2018 AWAI www. awai. com • Do you take any of these 16 popular vitamins? If so, please read this urgent MD’s warning! • Sneezing into a tissue prevents colds, right? WRONG! Page 2 explains why. 17

11. Tease the secret or solution § Withhold the entire secret § OR - tease to something only answered or solved by buying the product § The reader will desperately want to know the rest of it © 2018 AWAI www. awai. com 18

12. Use parallelism Stick to one approach in a series, for instance: § Get, enjoy, find § How to #1, how to #2 § Faster, better, stronger, § What if you could… (bullet a question series) § “Would” picture >> © 2018 AWAI www. awai. com 19

13. Back up claims § How to turn OFF your fat genes — for permanent weight loss! Spanking new research from the Human Genome Project identifies 6 fat switches! One of them shows you how to eat more to weigh less! § How women slash their risk of developing cataracts by 77%! Tufts University reveals simple and effective remedy you can start using today! § Is your depression an early warning sign for diabetes? New research printed in the journal, Diabetes Care says YES! See why on page xx! © 2018 AWAI www. awai. com 20

14. Lead into them smoothly “Impossible-to-lose pounds will begin dropping off like magic — as many as 6 per week — with these simple and easy techniques for naturally boosting your body’s metabolism: • 8 fat-burning movements you can do while watching your favorite TV show • The single best 5 -minute routine for boosting your energy levels by 100% • The one thing you should do before getting out of bed every morning (and one thing you should never, ever do) • The everyday household food to add to one meal a day and watch the fat fall off” © 2018 AWAI www. awai. com 21

15. Tease the page # § Powerful when selling an EBook, book, program, or

Bullet makeovers © 2018 AWAI www. awai. com 23

Example 1 § Save $1, 560 a year dining out! Just flash one of these cards and you'll automatically save up to 30% at 1, 870 fine restaurants worldwide, while supplies last! © 2018 AWAI www. awai. com 24

Example 2 § The easiest way to make $10 million while learning to improve

Example 3 § A virtual cure for arthritis — stop the soreness and pain … and rebuild new cartilage at the same time § A virtual cure for arthritis — stop the soreness and pain … and rebuild new cartilage in under 30 minutes © 2018 AWAI www. awai. com 26

Your Sales-Boosting Bullets checklist © 2018 AWAI www. awai. com 27

Sales-boosting bullets: ü ü ü ü List benefits vs. features Be conversational Use active vs. passive voice Use the 4 U’s Fascinate Solve Keep it short Add facts and figures © 2018 AWAI www. awai. com ü ü ü ü Avoid rounded numbers Ask questions Tease the solution Use parallelism Prove every claim Lead into them smoothly Tease the page # (when applicable) 28