Best Place To Shoot The Bullets

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11
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.
#copywriting #bulleted list #bullets #place #sales letter #shoot
  • 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
    • [ 1 ] Thanks
  • Thanks for the templates Alex - I've been looking for something like this for about a month now
    • [1] reply
    • You're welcome... I'm happy to help!

      Alex
  • 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
  • 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).
    • [ 2 ] Thanks
  • 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
    • [2] replies
    • 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
    • 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.
  • 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.
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