How to Blend Bullets and Benefits to Boost Buyers

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Sales Copy

by Michel Fortin

One of the greatest tools used by top copywriters is a little known secret that can multiply your response ratio. It's the use of bullets. Bullets are captivating, short and sweet, intriguing, and pleasing to the eye. Most important, they deliver straight-to-the-point benefits.

Two great ways to use bullets within the heart of your ad copy are by using them with the words "you get" or "reasons why." Since people are always looking for what's in it for them, the words "you get" grant the reader of the ad the ability to know exactly what they are getting out of responding to your offer.

Keep in mind that long copy always sells more than short copy -- this has been proven by my own efforts as well as by those of other great copywriters. Bullets, especially in long copy ads, help to give the read a visual break along with strengthening the benefits of the offer.

Features Versus Benefits
For example, "With your special Abdominoflex Toning Machine, you get..." And then use bullets to list the benefits one would receive. If you list the features of that which you offer, always follow each feature with its equivalent benefit.

To illustrate the above example, take the following:

- An easier yet intense workout that will burn off unwanted
calories more rapidly and enjoyably;
- An exercise that laser-targets specific areas of the body
for a faster, firmer, and more shapely figure;
- A FREE special bonus videotape (valued at $19.95)
offering unique workout tips as well as ways to make the
best use of your machine;

...And so on."

In other words, ease-of-use is a feature. The feelings that will stem out of the machine's ease-of-use are the benefits. This is why another set of bullets, based on "reasons why," is so important. In essence, you are telling your reader the reasons why he or she should take advantage of your offer (and do so now).

Magic Words Versus Tragic Words
When describing your product or service, be as specific as possible. Even with the headline, the copy, the bullets, and the offer, use specific descriptions or words. Give detailed benefits regarding your offer and tell the reader what you want him or her to do specifically. And use odd, non-rounded numbers instead of generalizations.

Odd, non-rounded numbers are more credible and have pulled more than even or rounded numbers. For example, the headline "Amazing new system helped me earn $3,956.75 in 29 days!" is much more credible than simply "4,000 in 1 month!" (That's why, for example, Ivory is 99 and 44/100% pure. If Ivory said 100%, it wouldn't have been as believable.)

With your bulleted benefits (or even your headline or copy, for that matter), use the words "you," "your," and "yours" rather than "I," "us," "our," or "we." Implicate the reader and infer that he or she has already responded to your offer. In other words, present your benefits as though your prospects are already enjoying them.

Here are some words you should use or emphasize when describing benefits. They are called magic words, such as: Free, new, you, discover, save, sales, guaranteed, introducing, money, results, benefits, easy, proven, love, alternative, now, win, gain, happy, trustworthy, beautiful, comfortable, proud, healthy, safe, right, security, winnings, fun, value, advice, wanted, announcing, people, and why. Use picture words as well so that people can easily visualize the benefits of your offer (see "How to Use 'Upwords' to Increase Response ").

On the other hand, tragic words (words to avoid) are: Buy, purchase, obligation, failure, bad, sell, loss, liability, difficult, wrong, decision, deal, hard, death, order, fail, cost, worry, and contract. In essence, avoid words that could potentially negate your benefits.

In conclusion, by focusing on and clustering specific benefits through the use of bullets, and by lacing your copy with magic words that psychologically and positively impact the reader, your chances of a greater response to your offer will multiply exponentially.