Best Place To Shoot The Bullets

The Niche Man · 03-09-2011, 05:39 PM

Based on your experience, where's the best place to put a bulleted list.

1. Toward the beginning of a sales letter?
2. In the middle of a sales letter?
3. A mixture of both.

Any additional thoughts appreciated.

Alex Cohen · 03-09-2011, 06:09 PM

Depends on how you want your sales letter to flow. Wherever you think is the best place for the benefits, put the benefit bullets there.

Here are David Frey's and Yanik Silver's famous sales letter templates. Yours may differ, of course, depending on your niche and your product or service:

David Frey
12-Step Foolproof Sales Letter Template
1. Get attention
2. Identify the problem
3. Provide the solution
4. Present your credentials
5. Show the benefits
6. Give social proof
7. Make your offer
8. Inject scarcity
9. Give a guarantee
10. Call to action
11. Give a warning
12. Close with a reminder

Yanik Silver
http://www.surefiremarketing.com/14-...ysis_ebook.pdf
1. Create Immediate Attention with a Powerful Headline
2. First Sentence
3. Establish Credibility
4. Problem/Agitate/Solution
5. Introducing the Product
6. Providing an Example (of the product)
7. Whet Reader’s Desire with Benefit-Driven Bullets
8. Testimonials
9. Building Value (Comparing Oranges to Apples)
10. Reason Why
11. Create Greed Mentality or “Gotta Have It” With Bonus Pile On
12. Unconditional Guarantee
13. Make it Absolutely Clear How to Order
14. The P.S.

Alex

amrrashad · 03-10-2011, 04:22 AM

Thanks for the templates Alex - I've been looking for something like this for about a month now

Alex Cohen · 03-10-2011, 10:53 AM

Quote:

Originally Posted by amrrashad

Thanks for the templates Alex - I've been looking for something like this for about a month now

You're welcome... I'm happy to help!

Alex

Stephen Dean · 03-10-2011, 11:07 AM

It depends on the awareness of the prospect.

If the prospect already wants to buy a product like yours, bullets can work almost immediately.

If the prospect isn't shopping already and hasn't even considered your product before, the "benefit" bullets will typically come after the mid way point or even farther. That's because the beginning of the copy will be spent catching up this prospect to the former prospect - someone interested in buying a product similar to yours.

Breakthrough Advertising by Eugene Schwartz talks a lot about this.

Cheers,
Stephen Dean

Mr. Subtle · 03-10-2011, 02:28 PM

Quote:

Originally Posted by The Niche Man

Based on your experience, where's the best place to put a bulleted list.

1. Toward the beginning of a sales letter?
2. In the middle of a sales letter?
3. A mixture of both.

Or you can go "Mel Martin" on your letter and make it (almost) entirely bullets:

A 6 page letter with over 5 pages of fascinations (bullets).

Stephen Dean · 03-10-2011, 03:48 PM

Very good point, Mr. Subtle. Can we find that letter online somewhere? Bit small to read in your image.

Ben Settle did nearly the same thing in this letter Crypto Marketing Newsletter

marciayudkin · 03-10-2011, 04:04 PM

There are different types of bullets. There is no reason why you shouldn't have several sets of them to fulfill different purposes - for example, some as "fascinations," others as "who is this relevant for" and still others for "what you get when you order."

Marcia Yudkin

Mr. Subtle · 03-10-2011, 04:20 PM

Quote:

Originally Posted by Stephen Dean

Can we find that letter online somewhere? Bit small to read in your image.

Not sure if you can find it online or not. I did the scans of his direct mail letter, which is in my boardroom swipe file, a few years ago.

rockinsnipe159 · 03-12-2011, 07:02 PM

Depends on the sales letter. Maybe people want to know what they will be getting into right away, or maybe they will want a proper introduction to the sale first. I don't think that it goes on both though. Just me.

03-09-2011, 05:39 PM	#1
The Niche Man Niche Hunting Warrior Join Date: Feb 2011 Location: Beach, California Posts: 1,190 Thanks: 184 Thanked 230 Times in 151 Posts	Best Place To Shoot The Bullets Based on your experience, where's the best place to put a bulleted list. 1. Toward the beginning of a sales letter? 2. In the middle of a sales letter? 3. A mixture of both. Any additional thoughts appreciated.
	How To ... Create, Find or Improve Money-Making ‘‘Niche Products and Services’’ -- Faster! <=

03-09-2011, 06:09 PM	#2
Alex Cohen Copy Champion War Room Member Join Date: Nov 2007 Location: Pennsylvania Posts: 1,001 Thanks: 45 Thanked 501 Times in 304 Posts Contact Info	Re: Best Place To Shoot The Bullets Depends on how you want your sales letter to flow. Wherever you think is the best place for the benefits, put the benefit bullets there. Here are David Frey's and Yanik Silver's famous sales letter templates. Yours may differ, of course, depending on your niche and your product or service: David Frey 12-Step Foolproof Sales Letter Template 1. Get attention 2. Identify the problem 3. Provide the solution 4. Present your credentials 5. Show the benefits 6. Give social proof 7. Make your offer 8. Inject scarcity 9. Give a guarantee 10. Call to action 11. Give a warning 12. Close with a reminder Yanik Silver http://www.surefiremarketing.com/14-...ysis_ebook.pdf 1. Create Immediate Attention with a Powerful Headline 2. First Sentence 3. Establish Credibility 4. Problem/Agitate/Solution 5. Introducing the Product 6. Providing an Example (of the product) 7. Whet Reader’s Desire with Benefit-Driven Bullets 8. Testimonials 9. Building Value (Comparing Oranges to Apples) 10. Reason Why 11. Create Greed Mentality or “Gotta Have It” With Bonus Pile On 12. Unconditional Guarantee 13. Make it Absolutely Clear How to Order 14. The P.S. Alex

03-10-2011, 04:22 AM	#3
amrrashad Warrior Member Join Date: Jan 2011 Posts: 20 Thanks: 25 Thanked 1 Time in 1 Post	Re: Best Place To Shoot The Bullets Thanks for the templates Alex - I've been looking for something like this for about a month now

03-10-2011, 11:07 AM	#5
Stephen Dean Master Copywriter War Room Member Join Date: Oct 2006 Location: WA , USA. Posts: 1,051 Thanks: 132 Thanked 194 Times in 100 Posts Social Networking	Re: Best Place To Shoot The Bullets It depends on the awareness of the prospect. If the prospect already wants to buy a product like yours, bullets can work almost immediately. If the prospect isn't shopping already and hasn't even considered your product before, the "benefit" bullets will typically come after the mid way point or even farther. That's because the beginning of the copy will be spent catching up this prospect to the former prospect - someone interested in buying a product similar to yours. Breakthrough Advertising by Eugene Schwartz talks a lot about this. Cheers, Stephen Dean
	Occupation: Best Copywriter Ever. Clients: Matt Bacak, Jim Edwards, Ryan Deiss and more. I write sales copy that demands champagne celebrations: Hire A “Champagne Celebration” Copywriter.

03-10-2011, 03:48 PM	#7
Stephen Dean Master Copywriter War Room Member Join Date: Oct 2006 Location: WA , USA. Posts: 1,051 Thanks: 132 Thanked 194 Times in 100 Posts Social Networking	Re: Best Place To Shoot The Bullets Very good point, Mr. Subtle. Can we find that letter online somewhere? Bit small to read in your image. Ben Settle did nearly the same thing in this letter Crypto Marketing Newsletter
	Occupation: Best Copywriter Ever. Clients: Matt Bacak, Jim Edwards, Ryan Deiss and more. I write sales copy that demands champagne celebrations: Hire A “Champagne Celebration” Copywriter.

03-10-2011, 04:04 PM	#8
marciayudkin Marketing Mentor War Room Member Join Date: Feb 2008 Location: Maui and Massachusetts Posts: 1,226 Thanks: 139 Thanked 645 Times in 305 Posts Social Networking	Re: Best Place To Shoot The Bullets There are different types of bullets. There is no reason why you shouldn't have several sets of them to fulfill different purposes - for example, some as "fascinations," others as "who is this relevant for" and still others for "what you get when you order." Marcia Yudkin
	Author, Meatier Marketing Copy, available in paperback, Kindle, Nook, Audible audiobook “There are few genuine thought leaders in the field of copywriting. Marcia Yudkin is one of them. The strategies she presents in Meatier Marketing Copy are all easy to understand and implement, yet profoundly insightful. If you want to write marketing copy that sizzles and sells, this book is a must-read.” - Steve Slaunwhite, Author, Start & Run a Copywriting Business, Co-Author, The Wealthy Freelancer

03-12-2011, 07:02 PM	#10
rockinsnipe159 Warrior Member Join Date: Mar 2011 Posts: 14 Thanks: 0 Thanked 0 Times in 0 Posts	Re: Best Place To Shoot The Bullets Depends on the sales letter. Maybe people want to know what they will be getting into right away, or maybe they will want a proper introduction to the sale first. I don't think that it goes on both though. Just me.