Using Bullets On Your Customers...

so good.. Thanks man!! Appreciate

Bullets! - we need an armoury of them.

Because you may well write a spectacular 27 page spiel - but it can be one 0.45 bullet of many, deep in the copy that triggers the "Yes, Yes, Yes" emotion of the prospect - and immediately sells the product.


Just a little side track...


It's such a joy and so enlightening to read all the books by the "old" pioneering copywriters - particularly Mr John Caples - adman extraordinaire.


Ok - back on track...


Around $10.00 a pop for books by the copy luminaries - astonishing value to gain such tremendous knowledge - albeit sans bullets.

Because back in those good old days "bullets" hadn't really been discovered.


It was Mel Martin (of Boardroom Reports fame) - who "invented" them - and changed the craft of copywriting forever.

He called them - "Fascinations" - what a great word...


4 other copywriters who have used them to great effect.

Carlton, Halbert, Makepeace, Settle (fire up their Ads, as well as Mel Martins - on the googleometer and you'll see how they set their pitches ablaze with bullets).


I'm not sure if it's still available - I bought it eons ago - Marcia Yudkin (who has occasionally visited us) - wrote -


"76 Ways To Improve Bullets"


I've always found what I've needed - when I flick through them.


Steve

Steve -

You will probably agree...

the best bullet points come from good research.

As do headlines, etc., etc.

I'm still on the boardroom mailing list...which is now Bottom Line. They have some of the best copywriters around.

It's been said, Mel Martin was the secret weapon of Boardroom...and he was the king of "fascinations"

There are a ton of ways to use bullet points.

I wrote an article a few years ago on how to use them to build websites that will outsell most other sites. Maybe I'll dig it up and post it sometime.

They're great for testimonials and on and on.

I think the secret to them, like I mentioned (like most other copywriting) is the emotional aspect. Covering the emotions in bullets is a direct hit on the customer.

Max you should seek, search, track down and reignite your -


Bullet Point Post.


And yes, the "secret" behind every bullet is the emotional impact it fires up.

And we carefully tune them to resonate (with the research) we have on the prospects key feelings.


They can also be used to create "intrigue" or "mystery".

Mel Martin was a supremo at this with Boardroom Reports - one of his countless wonder hit bullets was -


"What Never To Eat On An Airplane"



For those who were due to fly - this creates an "itch" they really want to scratch.

By subscribing to the Report and finding out.



Steve



P.S. There aren't many - as in none - flights from the Copywriters attic - mainly because I don't relish flying - but for decades even I've always wondered what this food was...

Yes its is very important for a content writer to organize and highlight the article in such a manner that attract the visitors and engage them, by apply bullets etc

Steve -

I'll look up the article. It was one I did for another company that ended up getting bought by a big company.

I probably have over 100 folders in my bookmarks...and some of those probably have 100s of bookmarks

I have bookmarks for everything from history to business ideas...

a few days ago I saw you could actually have 5000 tabloid (8 page full color) papers printed up for just a little bit more than you can have 5000 9x12 postcards printed. Shipping would be more of course, but you'd still come out a lot further ahead.

And, if folded they would be EDDM compliable.

Imagine how many ads you could get in an 8-page tabloid?

You could make each edition focus on something like service providers...

maybe instead of mailing them, you could hook up with pizza places to give them away with each order...maybe give them the whole front page for their ads...and still turn a great profit.

But, even if you mailed them, you could easily make a couple thousand with each issue.

My mind is always working...which is probably why my biz opportunity folder has 100s of bookmarks.

Anyways, I remember the "What never to eat on an airplane". Was a hugely successful piece.

Max,

The "paper" deal looks good.

I would opt for the 5,000 - 9 by 12 Postcards.

Many would bung on a few Ads.

Which makes sense.


I would just do one Ad.

Which may or may not make sense.


But I always want to offer clients a solo "have the full impact" Ad.

Just them, no one else, no competitors etc.


Plus on 108 inches of space - I can ramble on and on...

I mean ... try and create the most persuasive pitch with an irresistible "absolutely must have it now" offer.

With lots of room for the ballistic bullets!


Steve

Steve -

I probably should have explained myself better. Sometimes I get in a hurry.

No way was I saying don't do postcards...

what I was actually referring to is the thing that was going around on here some time ago about filling a postcard up with ads. Was just saying for about the same money as that they could get 8 whole pages to fill up.

I love postcards and wasn't referring to the way you or others use them for advertising.

No problem Max - I never thought you were anti the Postcard Phenomena!


I remember the "Giant Postcard" posts.

They can be ace (it's maybe just me who prefers one Advertiser - I remember mentioning it at the time).


Part of my contrarian thought was and still is - if a prospect is really keen on postcard marketing - it's easier finding 1 client than 8 to complete a card.

(the one who says, "To heck with the expense, if my business isn't worth promoting on a 9 by 12 Ad, I don't know what is - gimme the whole postcard!")


But if I was doing a "fill it up" Postcard...

I would try - and goodness knows how - and fix a magnet to it that says, "Only position on the Fridge Door"

So, hopefully the good people do just that (not "hidden" on the side).


Turning their kitchen into a 24/7 advertising medium.

Alright, maybe when they get some milk or whatever...


But very effective when they're about to grab a dozen ingredients and they see something like -

"Ha, so you were about to slave away to cook a meal for all the family - yet again.

After the long day you've had?

Relax...

And phone Pete and Petra's 5 Star Cuisine.

Delicious award winning "home cooked" food delivered straight to your door - fresh and hot.

Just choose what you really fancy from the menu below and call us.

And feel your taste buds tingling - your chosen meals will be with you in 20 minutes.

Don't forget there's 25% off - when you say, "Yes we deserve a treat!" and 7 free sumptuous creme brulee desserts - yes you can decide who wants the extra ones."


Oops, I think I've meandered back to the one big Ad.


Steve

Nice Thanks man

Naht a big fan of bullets musself, zackly.

An' why so?

Bcs it ain't how nowan speaks.

Till'n we get no forum dialog here on WF universally acclaimed for its

1) Value

an'

b) bullets

I would wish always to figure fascinationstuffs less bombastic.

Tellya, you speak to your granma in bullets, an' she prolly shoot you in the hayud.

An' she be right.

So I would wanna thinka bullets as punctual summaries of predefined exotica steada self-manifestin' glories even yuh cat can undahstand while she lickin' on her schlumpflaps.

Mebbe we should pool our talents an' write a skyscrapah article 'bout bullets comprisin' only bullets.

Yeah, but that simply be a bungalow for the deranged.

If'n I allowed 3 direct shots to my brain, here they be:

1) Finessed subheadline benefits dance best as a troupe.

2) Itemised synopses help everyone.


3) Enjoyable & semicolon-free summations of the trooth please most goobers.

4) Stay focussed on your bullet array, an' don't jus' throw in COCKPANTS for effect.

She - the Princess does have a good point.

Pages of Bullets can be unread because they scream - "This IS a blatant full on pitch!"


Although paradoxically it doesn't take long for the prospect to cognite that the piece is a pitch.


Or they were more or less expecting a pitch (and bullets can work well - rather than having your reader wading through paragraph after paragraph...without a break).


But to avoid being a howling in your face hard sell.


You can sandwich bullets in between paragraphs of your enlightening wonder copy.

Maybe keep them to 3-5 at a time.


Of course paragraphs should never be more than 5 - 7 lines (no one - not even scholarly academics who have been force fed acres - actually like dense copy).


And subheads throughout - make the reader say, "much clearer than without" (and scanners can grasp what it's all persuasively about). Subheads can be very acceptable selling in motion...


Another way to avoid bullets being "unreadable" because we don't talk in bullets - is enclose them in a visual design.

Making the people feel -

"Ahh a picture - yes, OK - we like pictures".


Steve

Princess -

I understand your point. They're not for everyone. If what you're doing works for you, then I wouldn't suggest you change anything.

There are so many ways a copywriter can write. I would never say one way is wrong or another way is the only right way.

I've always considered bullets like a movie teaser. They just give enough info to stir curiosity and evoke an emotion that makes the reader want to know more.

Steve -

I agree with the subheads.

So many people scan. Subheads can stop them and make them want to read more.

In my opinion, subheads are critical. And you don't have to just use them on long drawn out sales material. You can use them almost anytime.

A good tip I've heard before is to make it so someone could just read all your subheads and get a complete idea of what you're saying.

I often say this at the beginning of a pitch - many would shoot me for doing it (good use of a bullet).


This is the "scribbled" version. I hope the ones I use have a touch more finesse.


Dear Prospect,

Yes, you've guessed - this IS an attempt to try and convince you that this widget I'm about to describe is worth a try.

But please, don't reach for your credit card just yet - let's wait until you're truly convinced it's right for you.


I use lots of "variations" - and being upfront that it's a "pitch" - does fill up a lot of waste baskets more quickly.

But can and often does ratchet up the orders far higher than anything that "pretends" not to be a sales promo.



Steve


P.S. On many Phenomenal Postcard Weekly Campaigns - if I didn't start by saying -

"Here Are This Weeks Special Deals!"

There would be a mutiny.

Because...

If I waffled on about this, that or the other - the good people would be shouting -

"For goodness sake - get on with it!"


Yes, yes I know after each "Special Deal" - as a writer of copy - I must explain why it is so special.

Excellent Claude.

I think - maybe slightly toned down versions - can be used when selling virtually anything.

And it does "translate" into print (thank goodness...).


It works - because it immediately deals with the suspicions, concerns and worries most prospects almost certainly have.


They see a salesperson - the initial thought is likely to be, "they're going to try and pressure me into buying something I may not want"

They open a sales letter, a website, glance at a postcard - and they have exactly the same feelings.


Whether it's live or in print - it's the "elephant in the room."

So, we may as well point it out - rather than hope it's not seen - as if...

With humour, or understanding or anything that pacifies the prospect.


And yes, people love to buy when - whatever it is they now want - is sold by a good salesperson.


Steve

Princess -

There are a lot of other things besides bullets a person can use.

There are my 7 magnetic proven "grabbers" I like to use that stop readers from scrolling or skimming your
copy, and have been proven to spike responses by a massive 830%. Probably the most powerful 7 words you can use when you use them in a certain way. It's genius.

And of course another one of my favorites, "The Cliffhanger Technique" that pulls the reader into your copy, and makes it impossible for them to stop reading. Few know how to do this the right way. One simple twist to what most are taught can increase your sales by 1500%.

Another favorite is the secret method to rephrase your pitch in such a way that it subconsciously compels people to buy your products before they know what hit them. Most have no idea how to do this. It almost seems like a hidden secret that's being hidden from most copywriters.

I can't forget the technique of removing an often used "salesletter tactic" that most people
traditionally use, which can explode your sales by as much as 650%. I discovered this early on in my career and it led to some huge paydays.

I almost forgot - The secret "opener" (also called the "lead" in copywriting, which is the
introduction or beginning portion of your entire sales copy as I'm sure you know) that's proven to
crank up your conversion by 144% or more. This one little sentence can kick off massive interest in whatever you're selling.

Since I'm on a roll, how about the powerful "nested loop" to keep readers hanging (and
hanging onto every word you insert within it), which influences sales and increases conversions by at least 230% when done the right way? The problem is, most are taught how to do it all wrong.

See what I did there

Gordon -

I think copywriting should always be fun.

We should learn all we can about the rules...and then experiment with our own style...even if it means maybe breaking some of the rules

So many copywriters go into a special zone when they start writing. They become stiff it seems.

I've said before as well as others, you should just sit down and pretend you're writing a letter to a friend. Forget about all the rules for a while and just write.

Then when you're done with your letter go back and edit. It's good practice.

You've probably heard the saying before "jargon monoxide"

It's when somebody yammers on and on in business talk and bores everyone.

Writing a personal letter cuts out all that jargon monoxide.

Steve -

I like your postcard example. It sounds friendly and warm.

I'm sure you've heard the saying a million times that EVERYONE reads a postcard they get in the mail...

so why not make it seem like a friend is sending it?

Claude -

Whenever you talk about sales, I always think back to the brief time when I sold cars in the 80s at a large dealership. We sold 5 different new car lines...plus of course the huge inventory of used.

But I remember thinking when I first got into it, I thought it was like a whole new magical world. A whole world that had been on another level that I had never experienced.

The sales meetings that were motivational beyond description. The conferences that just got you so pumped up you were ready to sell anything to anyone. Hanging out at the swankiest lounge. New cars. Expensive suits. The whole thing just seemed like I had gone into another dimension.

I was thinking, this is sales, this is the high dollar world here. This is where the real players play. This is where you can give yourself a pay raise every day and make serious money. Sales was a whole new world.

I had never experienced this level of "being in" before. I'm probably not describing it in the best words, but I'm sure with your years of experience you probably know what I mean.

We were just feeding off the motivation and hype and a magical feeling that we were unstoppable in selling.

I'm glad I had that experience...as short as it was, because it taught me a lot about other things.

I hear people talking about wanting to make money...sometimes I listen to them and think they're not really in that zone. They're not feeling the magic...they're just speaking the words.

It's the same with any business. There's a level you can come to understand that is beyond the talking and becomes the feeling of success. You learn to surround yourself with a magical crowd and the magic happens.

I'll probably never be able to explain it right to someone unless they've been there themselves.

Anyways, I'm rambling on here and it's too early.

Just a couple thoughts.

Didn't mean to write a whole book.

Maybe I should have used subheads.

Claude -

None of your comments are blowing smoke.

They're all worth reading and I always enjoy them. They come from years of experience.

You're one of those on the forum that make it worthwhile and interesting. The forum is definitely a better place with your insights.

Also copywriting is - "Selling In Print."


Maybe just a major difference

The salesperson is "there" - alive in person.

The copy can appear to be "there" - alive "almost" in person.


Essentially most of the tactics and techniques are very close - just a few subtle differences - which is why -


Copywriters should read good books on selling.

And because many salespeople write follow up emails etc - they should read good books on copywriting.



Steve

Ahh yes.

It should be transplanted into every copywriters DNA.

"Scarcity"

(the DNA transfer can be difficult to get hold of...you really should do it now)


I know this can be a touch awkward if we're selling "digital" products - because why would they ever run out?


Fortunately, there are still many ethical ways you can make them "scarce."


Best example I came across... (whatever year it was - the date was around the 27 June).

I saw a "digital" course I wanted - and the copy said it's only available until 30th June (with a lots of credible and excellent reasons why... it really did truly emphasise why you HAVE to buy it NOW and certainly before the 30th...).


But I thought, "Yea, AS IF ,,, I can get it anytime" - I got distracted - I think the phone rang and I forgot to do anything.

Anyway...

On the 1 July one of my brain neurons kicked in and reminded me about the PDF course.

I went to the site only to be told -

"Sorry No longer Available (again with all the reasons...).


I remember thinking 2 things -

"Dash it"

and

"That was really cool honest marketing"


Steve


P.S. You might wonder - would it be a wizz of an idea - in this type of situation to grab the email and ask the good prospect to join a "waiting list." with valid reasons why it could become available again.

I agree - providing there is a "wait."

Don't email 17 seconds later and say - "Da Da - now you can get it!"

Instead sent regular emails - saying when it should be "back" (but only for a short time - once again with all the reasons why...).

Making it a while away - weeks, months...

No harm in reminding the people just how brilliant the "thing" is - maybe with the occasional tantalising "taster."

Proving that your wise words are indeed true.

Let them realise and experience - it really is so valuable and scarce.


My bet is you create tremendous levels of trust and get stacks more sales this way - and sales that stick (i.e.less thievers and refunds).
.

I do think scarcity is important when used right. It's directly related to urgency. And of course, We've all seen these used wrong in junk sales letters.

A lot of copywriters fail to realize that nobody is required to read your sales piece. Nobody. Nada. Zilch...

When was the last time you heard someone say:

Wow Larry! How fortunate I saw your ad today. I don't usually pay these any attention. As a matter of fact, I was just sitting here talking to my wife about her raging alcohol problem when I spotted your headline that said I could make $1000 a day selling earthworms.

So, what some copywriters do is assume the reader is just sitting around waiting for their fabulous life-changing piece to pop up...so they treat their readers like idiots...and use scammy headlines and things like nonsense scarcity tactics.

If all your readers were getting on a subway, and the doors were just about to close...what would you yell to get them to get back off the subway and want to listen to you? (just something to think about next time you write a headline)

Scarcity tactics tend to focus on the product...but remember, we're not selling a product, we're selling a promise. Stop focusing on the product and focus on the promise!!!!!!!!!

Nonsense...

This product won't be available after February 1.

We only have 500 of this gizmo thing.

This widget is in short supply.

How can we come up with more nonsense to focus on the product because we're not good copywriters and we really just want to scare you into buying this today because we suck at really making this letter focus on what it really should be because we're just trying to use hype and stuff we saw billy the guru do that he used to sell to his list of idiots and it worked so we're just going to try the same lame thing and hope we can get the same results because we're not really interested in learning how to do things the right way...(deep breath in).

But, IF you're going to use scarcity to nudge the reader...do it right...

Yes Helen, those fingers you feel like cutting off with an axe because they hurt so bad from your arthritis, will still hurt just as bad after February 1...but we won't be able to offer you the relief you need because...

(a very compelling reason...and it had better be compelling)...

not one that treats her like an idiot because we think she's dumb enough to fall for yet another stupid sales tactic.

If we've sold the promise correctly, the reader will have an immediate urgency to get relief. When the urgency to get relief is strong, the cheap scarcity tactic matters little to your reader. Let's not treat our readers like idiots.

People buy our product because we're making a promise to them that our stuff will solve their problem.

The longer they wait, the longer they have the problem.

The reader doesn't care about our product, or how many we have...they care about the promise we made to fix their problem...

a promise tied to the right emotions will create urgency.

After all, the right words with the right emotions have started wars...

the difference between I really need to get my nails done - to - throw me that rifle.

Yes - to reiterate what Max just said... because it IS rather important.


If you've triggered the good prospects physical, emotional or psychological "pain" (or they're already writhing in the agony of it).

It hardly matters if you have 10,207 or 5.3 units of the "solution" left.

We concentrate on making the pain "scarce." (proving it'll be so scarce it scuttles away completely - on the hurry up).


It's the numero uno reason your "new" customer is buying.



Steve


P.S. Yes, you can gently nudge them along with other scarcity tactics. Circumventing any possible indecisions.

But if you have raging toothache - you want a dentist right now - even faster if only two are available and are getting booked up fast.

Steve -

Very good. I like the appointment thing because it's factual and nudges the reader.

Going back to selling the promise...

Copywriters are taught to sell the benefits over the features.

Yes, that's good, but actually, we need to go a step further by making a promise. And this may be a little more advanced...but it's important...

Feature
Arthritis creme made from the finest ingredients.

Benefit
It's easy to spread and stops your pain.

Promise
You'll be able to play the piano again...

Quick example, but, the benefit in this example really has no emotion attached to it. By making the promise we attach emotion.

So, what I'm attempting to get across is...

we want to sell the promise because that's where the emotions are created.

Of course this was a quick example but I hope it builds enough curiosity for others to explore it more.

Thanks for your comment. Very good example of scarcity.

It transformed my copy for me - many decades ago - when I discovered the expanded version of -


FAB - Feature - Advantage - Benefit


The excellent mathematical copy and selling equation was given a stratospheric supercharge - with just one addition - which ignites all it's power.


FAB + B (blimey I never knew I could do advanced calculus...).


In essence - B - is the Bigger - most wanted - bang on beneficial - problem solving - emotionally fulfilling Benefit - with the vital "detail" the prospects crave for. The solid gold REAL benefit.


Expertly explained by Max and Claude.


Some call it the "Benefit within the Benefit."


The late great Clayton Makepeace - called it "dimensionalizing" the Benefit.


All in all - its immense ability is elevating sales to new heights.



Steve

Claude -

Isn't it amazing some of those old guys actually knew a thing or two about what they were talking about?

Those guys didn't pay 10 bucks for a domain name and another 20 for a monthly website...and run some FB ads...

they weren't sitting around complaining that their ebook wasn't selling like they hoped it would...

they were responsible for full-page ads... half-page ads in papers like the New York Times that cost thousands and thousands of dollars to run ONE time.

Imagine the pressure they were under?

Only makes sense that we listen to their advice.

I remember - but many won't know the name... not exactly an interweb "guru."

... Listening to the cassette tapes of a Ted Nicholas seminar - one of the grandads of direct response (I think Dan Kennedy was in the audience and asked a "what's the best way to do..." type question or two...).


Anyway...


Ted had a warehouse full to the rafters - of one of his first print books - "How To Form Your Own Corporation Without A Lawyer For Under $50.00"

He was a touch awestruck about the massive publishing money he had spent and the challenge in selling them (the advertising costs were high...back then the newspapers were the main medium and weren't shy on their prices).


But...


He wrote top notch full page Ads and placed them in the Newspapers.

And sold the lot - and made a fabulous profit.

And it continued...

I'm not sure how many reprints he had to order - to keep up with the demand.


The good old days days... Product - Press Ad - Sales (and many capsules of courageousness).


And in fairness - like today - it takes a lot of courage - if you are going full scale on the web.


Steve

Steve -

Ted Nicholas and Joe Sugarman - 2 of my favorite all-time copywriters.

We've really got things a lot easier these days. This makes the whole copywriting thing seem like a breeze to conquer...which I think may make some a little lazy?

Was reading a good article some time ago by Clare Barry, a great female copywriter that has done some good work...and still is.

Her article was titled: "Everyone's a copywriter. Right?"

Good article if anyone is interested in reading it.

We do have it a whole lot easier these days. But, even though it's easier, why not learn to do it the right way? At least that's the way I've always felt.

The right way will increase your profits. The right way won't leave you wondering what went wrong and why you're not making any money.

Thanks for the story about Ted Nicholas.

Max,

I think I grasped that you mean - copywriting is made to "appear" easy - but it's really "bad" easy.

(the marketing of how "easy" copywriting is - inevitably results in dreadful copy).



I like it when - stuff can and should be easy.

But ironically really good, worthwhile and then excellent "easy" takes a high level of work.


It's easier that I don't try and explain my theorem on this.


Because...


Anyone can have a "bash" at making something, anything - "good easy." - then go up the gears to "excellent easy."

And see the effort it takes.

I don't have too much grief on this - I just accept it.


But...


Everyone may have noticed -

When you apply the "new excellent easiness."

Our fellow humans always have an intricate ability to quickly try and make it unbelievably and unnecessarily complex.


So we have to graft away and make it all "excellent easy" again.


Hoping people find this post easy to understand.

If not, I'll go back to the drawing board - actually the computer - and try and make it "good - excellent easier."


Steve

Thank you! That was helpful!

Hey Steve -

By easier I meant...

we don't need to send stuff to the printer and have it typeset...and then if we need to make a change we have to have the printer redo it all to reflect the changes.

We don't need to have our stuff in by the deadline or wait several days to see the finished product. Lot more stories of how it used to be...

Now we can just type it in real time...post it...change it quickly...change it again if we want...delete it...and on and on and it doesn't cost us a dime extra.

When some of us started out we had to go to the library to find books on copywriting or the bookstores. Now we can just look them up online or read tons of articles on how to do it.

I told the story before about when I wanted to do a mock-up for an ad...I would go to the hobby store and get the rub-off stencils and make the mock-up...now we have canva and can have the full ad done in no time at all.

Here's something Makepeace said once in an interview...

"Read the masters. There are no shortcuts. When I got started, there was nobody willing to teach me how to write copy so all I could do was teach myself. And as I said earlier, I read the masters, and then I studied Gary Bencivenga and the other guys who were writing really great packages at the time. There was nobody who could tell me whether what I was doing was good or bad; the market was essentially what told me."

So yes, we have it soooooo much easier today...I don't think most really realize how much easier it is.

Thanks for the feedback. Hopefully, I made myself clearer.

Edit: After reading your comment again, I understand your point as far as actually putting together the piece. In that regard, I do think a lot of people fail to study the basics. Copywriting courses are good, but I believe there's seldom just one that is going to teach you everything. It's always important to study everything you can get your hands on. It's easy to fail these days and not feel any pain because there really wasn't much invested other than some time.

Max,

Got it - that sort of easier.


Yes, research is a lot quicker now.


Back in the day...


I also spent endless hours in the library.

And ages riffling through the papers and magazines on seek and search missions scouring for killer Ads.


All the great copywriting courses came in huge binders with cases of cassettes.

And Theresa sent the "Halbert Newsletter" by post - always a red letter day when that arrived.

Same when John Carlton's, Dan Kennedy's and Clayton Makepeace's monthly epics flew across the Atlantic and landed here in Blighty.

I had to wait 10 years before I got "Breakthrough Advertising" despite searching every bookshop I could - trying to find a copy...

And another 10 years to really understand it - not quite - but it took a while (I must have the world's most comprehensive notes on every strategy - to keep referring to...sheer enlightenment).



Making a phone call - away from the copywriters attic - meant using a phone booth.

I got one of my first clients - phoning from a hotel lobby - and got the "Yes, stop rambling on and just go ahead."

Which was fortunate because I had run out of change for the telephone.



And getting Ads designed and typeset - was all done by hand.

And sent to the newspapers and magazines.

Deadlines, amendments etc. were a bit of a nightmare.

Email hadn't been invented and the fax machine kept going wonky.



Maybe - these weren't the good old days.

Actually they were - absolutely ace!


Steve


P.S. Maybe that's why I keep "The Phenomenal Postcards" tucked into my portfolio.

Not only can they bring clients a super fast cash injection.

They let me reminisce a bit - because they are as close as I can get to the "old days"

And Postcards are one of the oldest (and best) ad mediums.


Parchment and Ink would still be ideal...

But it's nigh on impossible to get a really good quill in these ultra modern times.

(I did manage to get a "scratch resistant" one - but could never make it work - it might be futuristic using AI or the stationary supplier was having a laugh).

Steve -

I think I read last year that NYC actually got rid of its last phone booth.

I imagine that was quite a shock for the super heroes that need a quick place to change

I love postcards also.

I actually have a little swipe file of some of the best I've ever seen.

"We Know Where You Live"

"How to earn extra cash breaking into homes" (don't know who could have written that )

So many things you can do with them...as I'm sure you know without me saying it.

Claude -

As good as you are with sales...and as knowledgeable as you are...

I'm guessing there are times you lay in bed, or just sit and think up sales scenarios in your mind? (or maybe did it a lot more before you retired)

Usually, when someone is really into their work they live it and breathe it and study everything they can about it.

I'm guilty of it. I'll just come up with an ad or letter and blah, blah, blah. Or I'll see an ad or letter and rewrite it in my mind. It can be a very heavy burden to bear lol.

For a good copywriter...and salesperson, It's important to study so many different things...

Psychology...which can sometimes cause your brain to fog over and fall into a deep sleep. But, then there are the little tidbits that are worth it.

Hypnosis...which I've studied in depth from every angle...

and contrary to what some say, you cannot hypnotize someone with a sales letter.

You can grab their attention and hold it until the end, but that's not hypnosis. That's just good writing with all the right triggers.

Whenever someone reads something we've written, they read it with their voice. They're not reading it in Clint Eastwood talk or a bugs bunny voice. They hear their voice in their head...not ours. We can cause them to feel emotional, but we cannot hypnotize them with a sales letter.

They'll read an ad or something and get a feeling. At least we want them to...

which is why billions of dollars are spent on branding. Branding creates that feeling.

When someone says McDonalds, we get certain thoughts and feelings.

Jack Danials...same thing.

It's because of branding...we're creating a feeling that brings up thoughts when they see an ad or think about us.

So many say branding is a waste of money...but, consider the fact that good branding has already installed the feeling we want in our customers. When the right feeling has already been installed previously, one sentence, a couple of words, or just a picture can activate those thoughts and emotions. Many have no idea what branding really is. And they'll focus on things that really don't matter. Another whole discussion in itself.

I've talked before that I have a Bachelor Of Science in Marketing...which helps in some regards...although I've known people that barely graduated from high school that are whizzes at it. I do think for me it helped kick off a curiosity into always wanting to learn more.

I think when someone is really into their work it's exciting from all angles, and they'll study it from all angles...

also, after so many years, our minds are so full of everything that it's good to go back and refresh ourselves on things we've forgotten.

Thanks for the comments.

A quick thought when you have "I've got a great idea!" in the middle of the night.

Or anytime.

For goodness sake - write it down, or record it on your cellular phone.

Or turn it into a mantra and chant it so it gets embedded in your mind.


Because whenever I say, "I'll make a note of it later..."

When later arrives - the "idea" was left abandoned at the very place I had it.

No point in going back to have it look - they somehow vanish into the ether.


If I hadn't made a quick note - I would never have written this.


I was going to ask "what was the best idea you've forgotten?"

But not much point is there?


Steve


P.S. All is not always lost - sometimes - the idea finds it's way back - like a wandering pet dog.

But don't risk it - make a "note" and keep it safely on the leash.

Steve -

I'm not sure you can say that enough times.

OMG, I've had brilliant ideas at night (maybe) and the next day couldn't remember what the heck it was.

I'll actually spend almost the entire day trying to remember. It drives me absolutely crazy.

Whether it was a good idea or not, I may never know. But I do know somewhere during the night I thought it was brilliant.

It's good to know I'm not the only one that experiences that

Claude -

The hooker thing is interesting. Probably written off as a business expense I'm sure.

But, have you ever heard of the book "How To Market And Sell Like A Prostitute"

Don't have the link in front of me, but there was also a former "call girl" that turned marketer and wrote a book about marketing from that angle. Maybe when I get time I'll look it up.

The magic and hypnosis thing is interesting to me also. My biological dad was partners with Blackstone and did magic shows around the world. He was also said to have been the first stage magician to use hypnosis in his shows. He had a heck of a career but became an alcoholic and ended up losing shows because of his drinking.

max5ty -


A friend stopped by a couple days ago - he came into my home office and asked 'what are you doing' and I said I'm just reading a forum thread. He's a successful owner of a large stone/granite business...doesn't work online.



So - he says - "What is the thread about"....and I said 'using bullets on your customers'...to which he replied...


"Sounds like someone else had a bad day...but that might work"...

Claude,

You're not the only one who has discovered sales techniques from a hooker.


I read "Uncensored Sales Strategies" by Dan Kennedy and Sydney Biddle Barrows.


Actually Miss Barrows was a high class escort agency owner (so lots of "hooker" marketing...and very clever tactics...).


It's a very informative read.


Peoples views on the "subject" will of course differ.

But everything taught - can be used morally and ethically for any "service."


I'm sure the marketing methods used by the lass you spoke with - can also be adapted and applied without any "problems."


Steve

Kay -

That's funny. There are days a lot of people would like to use bullets on their customers.

Don't know why, but your comment made me think of an old ad I saw the other day...

it was about Schlitz Beer...the ad said, ask your doctor about Schlitz Beer...and then it went on saying something to the effect that your doctor would vouch for its purity and...

Don't think we could get away with ads like that these days

Steve -

That may be the woman I was talking about?

Not sure, but I know it was an interesting read.

Princess -

I do think the past sets us up for the future.

When someone is in college learning a subject like say physics...

they obviously don't throw out the past and start with the now. That would be foolish.

We need the past to build on the future.

Not sure if I read your comment exactly right...but just a couple of my thoughts.

Interesting comment.

Claude -

Thanks. I think you and Steve are correct.

I have a ton of bookmarks and loads of stuff in Google Drive and it is all organized very professionally.

As a matter of fact, it is so professionally organized that it works great...until I need to find something...

then I have no clue where I saved it

Steve -

Making the switch to the minimalistic lifestyle can be so stressful though...

If I don't bookmark this, I know I'll need it and won't be able to find it...so I bookmark it...

and never need it.

I have told myself that all I need to do is just google something again. But then I saw in the news yesterday an ex-Google employee saying in 2 years Google would be obsolete because of the new AI programs...

so now I have a whole new urgency :0

Then there was something I read the other day about the Y2038 problem that will be massive for all computers. This is troubling. And of course, I need to bookmark everything.

Thankfully, most probably still have their bunkers stocked from the Y2K issue.

In reality though, I do believe you're right in your minimalistic idea. I really need to adapt that principle. I'm sure I wouldn't miss 98% of all the junk I've saved...but then again, would I?

It's the gifts, heirlooms and those other "special" things you miss the most.

(of course - you can keep them)


If you decide on extreme minimalism - remember it can be tough - you really have to do it in one big hit - on the hurry up.

Or you'll probably just have a tidy up and a bit of a sort out.


One thing that helped me when I deleted 91.79% of my stuff (if it's not necessary - it goes - boom - gone!).

Is knowing that the "specialities" went to a good home.


I gave a bucket full of "momento" type stuff to a Fete (I did google it - but have no idea what the USA equivalent is..).

And actually saw a lovely lady scoop it all up as she made a nice donation to the Fete funds - I heard her say, "My family will really enjoy all this.."


I nearly spoke to her - to tell her the tales, adventures and emotions about the "bounty."

But thought it best just to let her enjoy her "find."

In case she gave it all back to me.


Steve


P.S. From time to time I do miss some of the "things" that were minimalised.

But - once I got used to the lifestyle - I found the memories of the "good stuff" became super powerful - surprisingly much more important and emotionally valuable than the physical items.

Princess -

I had never seen this before. And as you said, it's all in English

Was a good read on this groundhog day...and the groundhog saw his shadow this morning...

which I guess means 6 more weeks of winter?

Max,

You're excellent "Using Bullets on Your Customers" thread has now reached the heady heights of 59 Posts.

My mouse is so relieved you've reached Page 2 - it was squeaking a bit with all the scrolling.


Are you aiming for 100 posts?

If so we had better order more cartridges.


Steve

Steve -

It has been shown that those who comment on my threads are happier, more intelligent, and better looking than those who don't. (according to a study I made up)

But one last thing about bullets...

they don't have to have arrows or dots or check marks in front of them to be effective...or even appear as a typical bullet.

If you have a website, you can have a bullet in each section with a call to action button below it. The bullet can look just like a small paragraph. It can build curiosity and make your reader want to take more action.

So many things you can actually do with bullets other than the way most are used to seeing them.

Again, I would suggest each bullet cover one of the emotions you're targeting.

Learning how to write an effective bullet will make your selling easier.

This thread has been interesting. A lot of times you can learn more from the comments than you can from the original post itself.