Issue 07 - Aug 2010

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lssueNo.7 AugUS1201012 Ways To Write Bullets Points

That Give Prospects Almost NO CHOICEBut To Buy From Your Sales Letters

Dear Crypto "Iarketer,Scooting right along with our "how to write a sales letter" lesson -- today we're

gonna talk about writing bullets. Lots and lots and LOTS of bullels. Because, in theend, it's all about t.he bullets, baby.

In fact, as Ken McCarthy says in his magnifieent. copywriting eOllrse(www.KensCopyClinie.eom): Bullet. writing is the one "skill" you MlJST have to creat.etruly effective ads. For one thing, bullets are easy on the eyes and quick for your brainto "digest." (There's a reason we write grocery lists and not groeery paragr'aphs whenshopping). And some of t.he most successful ads in history are nothing but a headline,an opening paragraph .. and bullets. Frankly, one good bullet "shot" inside yourprospect's psychology can drive t.hem t.o the point of madness if they don't buy. This iswhy (for example) I average well over 50 bullets in most ofmy ads. (My CopywritingGrab Bag ad has almost 200 bullets!)

Plus, here's another thing to consider:Bullets al'e t.he raw mater'ial for everything else in YOlll ' ads, too. \Vhen YOLI

know how t.O write bullets, you can write awesome P.S.'s offers, b'uaranl.ees, subheads. .

w w , , ~ B e n S e t t l e . ( ' o m COJlJrighl2010 Ben Settle, All RighiI' Reserved Publ ished 8y Settle. LLC

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BI':N SKITLE'S . CRYPTO i\IAI\KETING Nft:WSLETTER A L G l J S ' I ~ 2 0 1 O

and, yes, headlines. Again, as Ken ~ { c C a r t h y teaches, "what is your headline but yourbest bullet!'" So it's ALL about the bullets. Master this skill and you become a mastercopywritcr'. And today I'm going to show you how to hammer out dozens (evenhundt'eels) or bullets for' your' pJ'Oducts that drive your I'eaders cl'azy with

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BEN S I ~ T T L E ' S . . . CRYPTO MARKETING N E W S L I ~ : n E R A U G U S ' I ~ 2010

Bullet Poinl Secret #3:Proof & Credibility

\Vhcnever you add credibility (or "prooF) to a claim, you exponentially increaseits believability. And since (as the "greatest. living copywriter'" Gar)' Bencivenga says)nobody buys without belief, adding credibilily to your bullets will oft.en increase yourovcr'all responsc, too:

A scientifically provcn way (discovered by Isaac Newton) to hi t another manwit.h "slcdge hammcr'" likc foree. (Rcgardless of your' size or specd now.)

The onc word Socratcs (perhaps t.he grcatest mastcr of persuasion who everlivcd) used to "scll" people on his ideas -- even though they werc dead set.ag'dinst him bcfOl'e!

nullet Poinl Secrel #.1:Conlrast

Contrast.ing idcas, wOI'ds and concepts gct BIG attention in advcrtising. That'swhy you see headlincs about one-legged golfers and other sensationalist ideas in highpulling ads. They also make great bullets, too:

The incredihle copywriting secret (used hy both P.T. Barnum and )rlothcrTheresa) that. leLo; you sell to cvcn your coldest, most "sales resistant" prospects.

A sncaky way t.O sell morc products with a WEAK sales pitch

Bullet Point Secret #5:Pain (Physical Or Psychological)

'.emory training cxpcrts will tell you to painfully "peg" things to your body (inyour mind) to remembcr something. Example, ifyou want to remember a hot dog, youvisualizc someone nailing a hot dog into your leg. Ouch! Bul it works. BeC!allSe thchuman brain finds pain (physical and psychological) har'cJ to f()rgel. And gucss what?

W\vw.BenSeUle.com CopYl'ighl 2010 Ben Senle,AJI RighlS R ( ~ s c ~ r \ ' ( ! d Published Uy Settle, LLC

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8 1 ~ N SE'ITLE'S . . CRYPTO :\IARKETING E W S L I ~ T f l m AUGUST, 2010You can also use this concept 1.0 craft "unforgeuahle" bullets:

A secret "bear hug" defense that's so ruthless, there's a good chance he'll bepissing blood immediately afterwards. What many people do in their wills Lhat could disinherit. their children.

Bullet Point Secret #6:Straight Benefit

This is anot.her simple and sll'aight fonvard one -- just. slat.e the claim (or morethan one claim):

I low to hitthc golf hall's "swcet spot" every time you swing the club. (Hit thehall in this exacl spot. and you almost can't help (h'iving t.he ball farther andstl'aighter down the fairway.)

How to get YOlll' amlial.e web pages featured on CNN, Coogle, Yahoo and otherhigh tr'amc sitcs -- 100% free.

Bullet Point Secret #7:Tell Them 'Vhat NOT To DoThis bullet. is also I'elatcd to curiosity. Exccpt, you're not telling t.hem what to

do .. you're telling them what. NOT to do. This is especially powcl{ul if it.'s somelhingyou know they arc alr'eady doing. I love these bullets because people have anext.remely hard time not. buying if you do enough of t.hem:

The #1 \VOnST mist.ake you ean make with your wrist. when swinging a golfclub. (Even ifYOll do evcl',Ything else "t'ight",'yourgame will fall apal'l. if youmake this common mist.ake nobody talks about.)

Fom' words that will destroy ,Y0lll' chances of sponsOl'ing new reps -- even theones who alr'e:Hly want. to sign up! (\Vhcn rstoppcd saying these fOlll' wOI'cls -lhal99% of nel.w(wk marketers say during ealls -- my sponsoring I'ate shot

Iaw w w . B e n S e l l l ( ~ . ( ~ o m . C ( ) I . ~ ..ight20IOBenSettle.AIIRightsResen'ed Published S e l l l ( ~ , LLC

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through the roo()

Bullet Point Secret #8:The Give AwuyOne thing you can do in your bullets is give away what the enl.ir'e secret is. I

don't recommend doing a lot of these. But tossing a few in the mix can ratchet up the"believability factor" ofyour ol.her claims and promises (since you're demonstrat.ingyour knowledge):

Nausea -- settle a queasy stomach with a bowl of milk toast. Amazing! Page 5 How 1.0 usc simple cartoons to explode your sales .. no mattcr what you sell or

who you sell 1.0. (For example, you'd be amazed at. how easily a picture of aphone operator with her' headset on can jack up your response!)

Bullet Point Secret #9:The 90% Solution

This is a great. technique Tlearned from "A-list" eopywl'iter David Deutsch. Thisis where you "bait the hook" 90% of the way, and purposely leave oul. I.hat extra 10%the reader would need to get the whole secret. Here are some examples:

Why you should never ehew gum if you are I.rying 1.0 lose weight! The real reason why Prozae and Zoloft are so popular' in this country! (Almost

no one .. not. even doeIOl's .. under'stands the stal'lling sexual implicat.ions.)

Bullet Point Secl'et #10:End \Vith Dramutic Subheadline

This a great way to tweak lip the "sameness" of an ad with lots of bullets. 'Vltatyou do is turn the last six or seven words ofyour bullet int.o a dl'amatic sub-headline:

5www.BcnScllle.eom COI)yright 2010 Ben Settle,AU RighlS I\escn'(!d Published B)' Scttlc, LtC

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BEN SETJ'LWS . . CIWI)TO M A R K I ~ T I N G N I ~ W S L K I T E I \ AUGUST,2010 How to "tl'ick" copywriters who get paid hundl'cds of t.housands of dollars

pet' ycm ...Into Doing All The "Dirty'Vork" For You!

Bullet Point Secret #11:Compressed Bullets

I first noticed this when reading a Gary Bencivenga ad. I tend to do these at theend of a long bullet list. as a sort of "gt'and finale." And what you do is tHke a bunch ofyour short and "punehy" bullets and compress them into their own paragraph:

'Vhy you do NOT want your press releases used word-for-wOl'd ...ITow to usc "sound bites" to make your press releases almost impossiblefOl' reportel's to forget or ignore .. Why you should almost E V I ~ R emailYOlll' press I'clcascs .. How to make yoursclf an instant "expert" .. Andnmch mOl'c.

Bullet Point Secret #12:Expansion Bullets

Finally, we havc what I call "expansion" bulleL'i. This is where you take a bulletand taek on a detailed explanation of it. (using lots of tease). This is another great wayto brcak up the "samencss" of the page when writing a fat list of bullets. Here's anexample that also combines the compressed bullets, too:

lIow to stop a life-thl'eatening disease in YOUl' dog .. b(!fOl'e its u r f U ( ~ e s .

Speaking of' stopping diseases ... chapter 32 of "Why You ShouldNever Give Your Dog A Bone" will show you ...

. ).www.8eIlS(!lIle.mm COII)'l'ighl201O 8m) S(!lllc,AlI Rights Resen'ed Published 8y Settle , LLC

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BEN SKrTLE'S . . CRYPTO MARKETING N E W S L I ~ T l ' l mHow To Pay Little Or Nothing For Your Dog's

Vet Bills And Medieutions!

This is no joke.

A U G l J S ' I ~ 2010

In fact, if you want to kiss those sky-high vel bills and expensivepe t medications goodbye forever .. then turn immediately to page 92 anddiscover:

Why some collcges will pelfOl'm veterinary sel'Viees fOl' ,Your dog (aseduealion for their vetel'inarian students) at a redueed cost (andsometimes free!) .. , A special website where you ean buy dog medicationsfor as much as 50% off .. A secret way to get high-(lHtlity veterinaryservices 100% FREE for' the rest ofyour dog's life ... How to save aHUGE amount of money on your vel bills by asking your vet one (almostlaughably simplc) qucst.ion ... And more.

There arc actually 12 money-saving secrets in this chapt.er.And each one can save you a pile of money the next time YOUl' dog

gets sick, hurt. or just. needs a routine checkup. Here arc a few more ofthe little-known secl'ets I'evealed in this hot new book for dog owners:More Bullet Point c e r e t ~ ...

Here are some more bullet point "odds and ends":.f Beef up the "book ends": i f you follow the for'fllula we've been discussing in

these "how to write a sales letter" issues, there's H very good chanee your readel'swill at least skim the first. few bullets .. and then the last couple . ust like theP.S. is the second most read part of the ad, the last bullet point is the secondmost read bullet (usually). This is why YOll want your "book end" bullets La bethe cream of thc cr'op. It's also why (in many eases) I'll r1nish the builds lip

7www.BenSctllc.l:om COIIYI'ighI201O Bcn Senle,AII Righi!> R ( ~ s e l ' \ ' e d I)ublishl!d By Scttle, Ll.e

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wilh an expansion bullet, followed by a "compression" of shorl euriosity ones.Bam! Bam! Bam!

.f Loop effeeL: I f have 30 OJ' mo('e bullets, I'll divide t.hem int.o 2 01' 3 sections of10 (give OJ'take). Then, I'll insert an expansion bullet that. leads the reader backinto more bullets (see the expansion bullet example above about the dog book).Twon't say it.'s "hypnotie" (that lerm is way too overused). But it ereates a sort of"loop" cITed that tends 1.0 increase readership

.f Vary UI) your "ammo": This is important ifyou have IOLs of bullets in differenlcategories in yom' ad (i.e. product bullets, bullets describing the pl'Oduct'sauthor, more bullets in the P.S., etc). Instead of just "bullet" marks, you can usecheck marks, numbers, arrows and any other kind ofmark. lL helps keep thingslively and unpredictable. You never want to bore anyone

.f Eye relief: Gal)' Iialberllaughi. this all the time. What you want to do is boldevery other bulJel.. That visually gives your bulleted list even more "eye relief."

.f Amazon cheal sheel: Want tons of great bullel ideas? Look yc at the table ofcontents in the highest selling books on amazon (the ones rclated to yours, ofcourse). Read 'em and then "I'eplll'pose" lhose ( ~ h a p l . e r tit.les, book litles andoLher ideas into your bullets

.f Praetice makes perfeeL: Publicity "wizard" Paul Hartunian uses bullets in hispress releases all the lime (I'eporters LOVE reading press releases with lots ofhOl bullets). And he once said he'll leave notes for people in "bullet" form justlo keep praelicing. Good advice

.f People to study: TTel'e aI'e some ofmy favorite bullet point writel's. Just. readingLheil' builds will give you a wold-class educat.ion on the subjeCl: Gary Halbert,John Carlton,.Mel Martin, Gary Bencivenga, Parris Lampropou los, Ken

~ l e C a r l . h y , Eugene Schwal.z, Carline Anglade-Cole, Jim Rulz and Seott Haines.Also, check out magazines.com where you can sec the laleslmagazine covers

-8-

W \ n , ~ B e n S e u l e . c o m COI,yright 2010 Ben Settle,AII Rigbts Resened Published BJ Sell ie. LLC

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(you can get a lot of ideas from reading Cosmo's covers, for example, even i fthey arc kinda raunchy). Yahoo and MSN also sometimes have good teaserbullets for t.heir news st.ories, too.So there you have it -- a "baker's dozen" of ways to wl'it.e bullets t.hat. almost

force people 1.0 buy what you're selling.Happy shooting!

###

Questions From TheCrypto Marketing Mail BagQUESTION: "You teacl, a lot abollt telling stories. Bul you don't seem to Iwve a story in allYof ile ad\'./iJryoul' own products. "

It's about time someone noticed that. Yes, it.'s I.rue, t.he 5 products I curl'entlysell don't have sl.ories in Lhe ads. And the reason why is simple: I I.e II my "stOIY"regularly in my ~ emails. See, my business model is far more akin to lalk radiothan anything else. Take, fOl' example, Rush Limbaugh. If 1\1Ish writes a book and hesells it Lo his own audience (and noL via mass mal'kcting, Ad\Vords, space ads, etc),docs he really need to tell his full story in the ad? Docs he really need t.o "sell" thepeoplc who alr'eady know, like and I.l'USt him enough to tune in evm'y day on hiscredibility? I say thee nay. He can immediately jump int.o t.he good stun' (the benefit.s/bullets) and safely skip the story part.

And that's how my business is set up, in a sense.My ads aI'C not intended to sell "cold" pl'Ospeel.s (although I gel a slll'JH'isingly

large number of first t.ime visitOl' sales -- that I Ii ke to think is due to t.he sales letterbullets). Instead, t.hey are wl'iUen to those who lune inlo my ' s h o w " eaeh day, arcleased and tanlalized (which I tr)' to injeel in each l'l1lail) ahollt a speeifie pl'OdUCI, and

9 \ l ' w w , B e n S c ' I I I t ~ , m r n Cop),I'ight 2010 n t ~ n Seule ,AlI Rights I\esel'wd P u b l i ! i h c ~ d BJ Settle, LLC

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want more. These customers are already pre-sold on me and just want to see what Igot. flying lip for them in the kit.chen. These are also the easiest kind of prospects tosell to. Heck, I don't even want cold prospect.s reading my ads much less buying (onereason Tdon't. have affiliates). ON THE OTHER HAND .. if I was selling to ice eoldprospccts .. or if 1was not having a daily dialogue with my list .. or ifI was selling 1.0 amass mal'ket .. I would approach my ads differently.

Jt's all about YOUR unique strategy, st.rengths and market. place dynamics.Thel'c's no "onc size fits all" husiness model (no malleI' what the goo-roos say).

## #

Critique TimeThis month's cl'itique "viet.im" is Stephen Davies. Steve's got a membership

product about winning the lottety. This is an early draft of his ad (making it a perfectfit for a critique). You ean I'cad it at the link below, with my suggestions following:

www.CryptoMarketing.eomistuff/davies.pdfOK Steve, here are some ideas to consider:

T ( ~ s t without the tOI) g r a p h i ( ~ : For one t.hing, it s{!reams "ad!" And secondly,you might be surprised how many marketers are finding t.heir responses goinglip by removing theil' top graphics. It's worth a test if nothing clse.

I lead line change: Try playing up the media directly in the headline (and not inits own box or anything like that). Mayhaps something like this:

\Vhy Reuters, C8C And Hundreds Of Prestigious Media Outlets\Vorldwide Are Talking AboutThis c i e n t . i f i ( ~ New WayTo 'Vin The

Lollel'y Almost Every Time You 1)lay

. to.www.BenSettle.com.Cop)r ighl2010BenSettle.AlIRightsResened.Publishedll) Sellll .Ll.e

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BEN SETI'LE'S . . Cl\lPTO :\L\RKETING ~ E W S L I ~ . . - n - : RThat's kind of r'ough (not great), but 1 think you get the idea. This way you can"borrow" t.he credibility from t.hose media sources. Also, I' I I I kind of the lonevoice in the wilderness about this, but I recommend notllsing the usualheadline structUl'es t.hat scream "ad!" (like "revealed at lasl.!", CIC). "l-lowTo" isfine, and any common hook litle structures are fine, but I'd st.eer dear of theobvious adver'lising phrases. You might also play around with using "NASAseienee" or something like that in your headline, too.

Personal message: Instead of having it say "personal message from me" (who's"me"?). You may want to make it. look more editorial. For example, just apicture of Kelly with something under it that provokes eUl'iosity. Like, "KellyWatson -- Just. an ordinary woman who figured out an extraordinary way to winthe lottery almost every time." Doesn't have to be exaclJy like that. But justsomething to make people identify with her.

Story/Mechanism: The story and mechanism for' how it works al'e ver:y welldone, so good job on that! You also do a great job of conneeting with themarket (a lot. of people feel t.he way Keny does about money, their johs, etc)

Disclaimer: I also like how you bring the reader "down" t.o a more realistic leveland leave all the hype out -- especially wit.h t.hat disdaimm' about how youcannot guarantee their' winnings, etc. A lot of sales letter'S skir'l over this or tryto hide it. When, in reality, revealing flaws helps response.

Voice: It could just. be me with this (others may disagr'ee) ... so take with a grainof salt .. but just as a reader, I'm not convinced a female is actually talking inthis sales leUer'. You might wantlo make sUI'e il.'s in a woman's "voice." This ishard for must of us guys to do (1 find it excruciatingly har'd). But it's importantto keep it in a woman's voice the whole time.

Order buttons: You might test pulling those order bullons farther up the page.Certainly one right afl.er YOll introduce the product. The gencr'a) idea is not tointroduce an OJ'der link until value has been estahlished. And since YOlll '

11\ \ ' \ \ ' , , ~ B ( m S e l l l e . c o m C ( ) I ' ~ ' r i g h l 2 0 J O Ben Scul",AII Rights I\esen'cd Published S(!ule, LLC

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BEN S I ~ T f L E ' S . . . CRYPTO MARKETING NEWSLETfER A l i G l i S ' I ~ 2010

membership is not super expensive, testing the order link farther tip the page(starting after you introduce the membership -- maybe right above the Q&Apart) would be worth the effort.

###

Okey-dokey, dawgy daddy.Next month we're gonna wrap this "how Lo wriLe a sales letter" lesson up with

the all-important dose, as well as some assorted fine points abouL writing sales leUer's.Aner Lhat. .. I've gOL something completely different (and extremely valuable) cookingup for' ya.

Giddy up,

Ben SeUleI ~ S . Hemember, if you have an ad or email or marketing idea you'd like critiqued, or aquestion you'd like answer'cd in this newsletter, send to [email protected]. Anddon't forget to check out the Crypto Marketing Lounge (free to you as a subscriber -ail you need is a free Yahoo id. When it asks to tell the moderator about yourself,justtype in yom' full name so 1 ean verify your subscription status):

www.CryptoMarketing.com/loungeThe Crypto Marketing Newsletter Contact Info:

PO Box 492 Gold Beach, OR 97444(815) 425-4483 [email protected]

Sign up for free daily email tips at:www.BenSettle.com

12\ \ \ \ \ \ . 8 ( ' n S ( ~ 1 l I l ~ . l ~ o m C o p ~ T i g h t 2010 Ben Sellle,AlI i g h L ~ Resen'ed Published Selll,,", LLC

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August , 2010 -Hot Sheet "Since this month ' s issue is about bullets , here's a l i s t of great

bu l l e t poin t "templates . " They a re ve r y easy to adapt and modify fo rjus t about a ny product you wil l ever se l l . I use a lo t of these in myown ad s , so I ca n assure they are proven to work for a wide var ie ty ofmarkets and products . . .Breakthrough solut ions forOutrageous new___ tha tShocking confessions ofThe real rea sonWhat to say / writeTake the s t ing out ofExampl es ofSecret techn i ques thatFas tes t known way toThe s ing le b igges tSure way toWhy " the jury i s no longer out " on the common bel ie fWhat it means i f you haveA dead "gi veaway" whichOne- and- only proven-effective way toSneaky psychological t a c t i c s hidden fromExactly where to go / what to do i fA brand new discovery whichSimple - sometimes even i l log ical - - ways toThe secre t of s ta r t ing yourThe "no- sweat, no-brainer" way toA secre t almost nobody

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The secret , almost automatic way to ensureThe biggest (and easies t) secre t ofThe biggest - - and maybe most commonA special place/way to f ind/getThe only time you should everThe "insider" secrets ofA weird (but effect ive) way toThe two almost unknown secretsA "can ' t miss" way toThe dir ty l i t t l e secrets ofThe demystifying t ruth aboutThe l i fe - changing secrets ofKey s tra tegies for findingThe honest , no "bul l crap" t ruth aboutAn almost unknown way to

mistake

Clear and straight-forward advice tha t will ins tantly5 quick-s tart s teps forWhy you l ive and die byA five-second exercise toHow to "sucker punch" the competition byEverything you need to getThe super-intense "insider" secrets ofThe 10 ins tantly-effectiveHow to use the ancient secrets ofvery simple t ac t ic to11 proven ways toA quickie " idiot ' s guide " to

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A single l i t t le -used secre t that wil lsecre ts nobody told you about

The sing l e most- violated rule ofExploding the _ _ mythCheap t r icks to ensureA scient i f ical ly-provenWhat X knows about Y which Z doesn ' t thatTwo magic l i t t l eThe s ingle most important thingThree sure - f ire ways toHow any man canA " r e a l - l i f e ~ insight in toAlmost fool-proof way toA unique _____accidentally discovered byThe real ly juicy secre t toThe number one rule you must fo l low whenA simple questions you must ask yourself beforeA which i s impossible for most people butSpooky insights toA l i t t l e - known secre t thatThe ugly l i t t l e secre t t ha tAn exclusive look intoA simple "laundry l i s t " of things you mustA secret (place) in i onThe pure magic ofThe th r i l l ingThe scary side of

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The six " t r icks" which are the sures t path toWhy i t ' s so important toThe detai ls about howThe "X" factor of a "for real"What you need to know about____ and how th is knowledge willWhy you cannot believeWhy_ almost never work and the on e "almost magic" way toevery timeThe great secret ofWhy most people miss out onWhy you really don ' t need to be in order toHow to use theThe correct way toFour incredibly easy waysThe simple l i t t l e t ip that wil lThe on e mistake even professional make(Some respected author i ty 's ) secre t :Exactly where to putThe one bes t way toThe t ruth behindA simple IS-minute change in the way you___ thatThe fa l lacy ofTen things you must know aboutThe "big l i e" ofA simple 3-second "trick" which 100% eliminatesThe vi t a l importance ofHow to get intoAn eye - popping demonstration of

tha t works

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The major flaw in 99% ofHow wil l solve almost a l l problems caused byTh e of ten-over looked t h a tHow to produce awesomeThe most powerful cure for_____ ever knownThe most certain way toPu t an end toWhat most people report as their number one source ofThe c r i t i ca l elementAn "almost magic" way toThe surprising reasonThe 10 most common "clumsy mistakes" 90% o f a l l makeThe one and only aecret toA very important (but almost unknown) "t r ick" whichThe start l ing discovery thatWhy almost always f a i l to understand aThe real reason youThe only l i s t tha tThe s ingle, cr i t i ca l key toHow oftenThe approximateA "last stop" option forA complete description ofA rare fact :Surprising solutions toWhy___ hate and how toQuick cure to

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The mos t i mport an t (and most l i t t le-known)The world 's most powerful secretHow to achie ve t r ue2 overlookedHow to t e l l ifSecrets to "eth ica l ly r igging" your

secrets used by a ll

For an even bigger l i s t of ALL the bul le t templat es I personally usewhen wri t ing my own ads , check out:www .CopywritingGrabBag.com

Th e Cl'ypto Mal'keting 'lews le ll.cl' Conla clll1lo:PO Box 4!J2 Go ld Beach , OR 97444

(815) 425,4483 hen@hense t.tl e,co111Sign up rOl' free daily email tips at:

www.BenSeLLle.com