A 'one-two' punch

Bullet points in your copy can be one of the most influential parts of your sales letters. Bullets are often used when you have a list of features or benefits, or a list of “what’s included.” They are for the most part, short, concise, and can be very valuable real estate in any sales letters, postcard website etc. Thanks to Bill Glazer for allowing me to use some of his ideas in this post.

(As a side, if you’re not receiving Dan Kennedy’s And Bill Glazer’s monthly No BS Marketing Newsletter, you’re cheating yourself. Get 2 issues free and a bunch of other goodies right here.)

So how to you create these powerful, bite-sized pieces of copy to really sell your product or service? The best way is to make a list of all your features, being sure you don’t leave anything out. Then you’ll want to turn those features into customer-centered benefits.

For example, let’s say you’re a chiropractor and you help relieve back pain for golfers. Don’t just tell then you’ll cure their back pain (the feature), tell them that they’ll enjoy round after round of pain free golf, and their swing will be so strong they’ll feel like their 21 again (customer-centered benefits).

You may think that just saying you’ll relieve back pain that the reader will know what you’re talking about. That simply is not the case. Never leave anything to be translated by the reader. There are no obvious benefits tied to the features.

So what’s the formula for bullets? Here’s Bill’s great idea. He calls it his ‘one-two’ punch. You want to give a benefit, then add another benefit right after, like a boxer giving a ‘one-two’ punch. Here are a couple great examples Bill gave me:

#1
Doctors are now using the hot new herbal compound to slow the memory loss of Alzheimer’s more effectively than expensive, dangerous prescription drugs.

#2
How to discover the hidden wealth (and rewards) buried in your retail business... allowing you to finally live the lifestyle you’ve always dreamt about.

Marketing Tip Readers Only Special

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Keith (my father, who I run this business with) has been a Dan Kennedy Newsletter subscriber for nearly 20 years. Here’s a true story:

When I graduated college at Washington State University with a degree in marketing in 2004, his graduation gift to me was my own subscription to Dan and Bill’s Newsletter. Even though we work in the same building, I still get my own newsletter to this day. That’s how important he thought it was.

If you use one of these links to get your free 2 month trial, I’ll even send you a $20 gift certificate good towards anything at 3D Mail, including any of the 3D mail items, premium and promotional products we offer. Go check it out for yourself.