Want to know how to write bullets that penetrate to the heart and soul of your prospect? Okay, I'll tell you.
But before I do, let me say this. What I say is not "the right way." It's one way. It's the way I do it.
So here it goes.
An effective bullet starts with giving a specific benefit. For instance, "How to write bullets that penetrate your prospect's natural buying defenses." (Ooh. I think I like this variation better.)
Left alone, that is a good bullet. Why? Because of a few key elements:
The phrase "How to" immediately draws the reader in with the promise that he will learn something.
Powerful verb. (Notice how the verb ties in with the image of a bullet?)
Benefit appropriate to the target audience. (If you are in business, you will want to know how to "penetrate your prospect's natural buying defenses.")
Here's the thing. We don't want just a "good" bullet. We want an excellent bullet.
So what's next?
I call it "Belief Expansion." Basically, you want to expand your reader's belief about what is possible.
But there is a catch. The belief you expand must be one that he wishes were otherwise.
For example, if a man believes that "good things come to those who wait," and that is the way he wishes it to be, then that is not a belief you want to challenge or expand.
But if a man believes you must work hard to become wealthy, and he wishes it were not so, then that is a belief that's ripe for expanding.
Let's get back to my original example. How might we undertake this "Belief Expansion"?
Here's my first crack at making our "good" bullet into an excellent one:
- How to write bullets that penetrate your prospect's natural buying defenses. (It doesn't matter if your prospects are the most burnt-out, jaded, and cynical in the world, they will be riveted by every word you write.)
Now doesn't that just "zing" you when you read it? I can imagine my reader saying, "Oh, man, if I could really make that happen, that would be GREAT!"
Are you begining to see how this works?
Our prospect believes that his customers are different. He believes that because they are burnt-out, jaded, and cynical, there's no way they're going to listen to his pitch.
Of course, although Mr. Prospect believes this, he wishes it were otherwise. And so I give him permission to believe that his current belief may not be quite right.
In my opinion, the first half of the bullet is less important than the second half.
Because unless you're challenging and expanding your prospects beliefs, you're not connecting with him on a deep enough level. And you have to go deep if you want to win over his wallet.
Want more bullet writing tips? Join Copywriting Code and read my 2,057 word article How to Write Bullets that Penetrate Your Buyer's Natural Buying Defenses.