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Are You Using This Copywriting “Silver Bullet”?

I can tell you from experience that without fail, one of the most common reasons websites suffer from a low conversion rate is because they fail to make a statement.  There’s no “push” – no energy and no interest in the offer.

So how do you grab your readers’ attention when they’re in that scrolling and scanning state of mind?  You hit ‘em with bullets!  When used correctly, copywriting bullets slice through your buyer’s defenses and get them off the fence and actively engaged in your content.

But so many people stop short of turning ordinary “here’s how it helps you” bullets into extraordinary “I’ve GOT to have this” bullets.

Copywriting Bullet Examples

Let’s say we’re selling a product that helps treat heartburn. How many times have you seen text like this on a web page?

With “Heartburn B Gone”, you’ll:

  • Prevent heartburn from coming back by turning off overactive acid pumps in the stomach.
  • Be able to eat your favorite foods again
  • Save money on expensive antacids and prescription medicines

Yawn.

There are some benefits sprinkled in there, sure.  But nothing that makes me bolt up out of my chair and say “FINALLY! This is just what I’ve been looking for!”

To make your bullets more convincing, add in some livelier examples that your reader can truly relate to.  One of the best ways to do this is to put that added piece in parenthesis – like this:

With “Heartburn B Gone”, you’ll:

  • Prevent heartburn from coming back by turning off overactive acid pumps in the stomach. (EVEN if your heartburn erupts like a geyser, you’ll be able to quiet belching and pain once and for all!)
  • Be able to eat your favorite foods again (Go ahead and cook up a batch of your world famous 4-Alarm Chili – and go back for seconds!)
  • Save money on expensive antacids and prescription medicines (Even if you know your pharmacist on a first-name basis and ask for your prescriptions as “the usual”!)

By adding a real-life benefit to your bullet points, you get your prospect thinking “Wow, I’d LOVE for that to happen!”

Don’t Give Away Everything!

A common mistake used when writing bullet points is to give away your best information up front, in the hopes that it will entice people to buy the product.  For example:

Learn how just one capsule of Vitamin E a day can help clear up your skin almost overnight!

“Oh really? Is that all I need to do?” – and the prospect rushes out to buy her vitamins without giving your product a second look.  Try this instead:

Learn how a common vitamin that you already have in your home can help clear up your skin almost overnight! (But you don’t take it by mouth – do THIS instead for radically softer, blemish-free skin!)

We’re not saying what vitamin it is – other than the fact that they probably already have it. And we’re telling them that there’s a special way to use it – both of which they’ll find out by buying your product.

Using Bullets Effectively

The “silver bullet” of bullet copywriting is to fire off bullets that are filled with curiosity – so that when they hit the mark, your reader is always left imagining how much better off they’d be as a result of ordering your product or service.  Test it for yourself and see how it works for you!

 Are You Using This Copywriting “Silver Bullet”?
Sherice Jacob helps site owners improve website performance and increase conversions through her blog and custom design service at iElectrify. You can also follow @sherice on Twitter for more big bangs of inspiration and design coolness.

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7 thoughts on “Are You Using This Copywriting “Silver Bullet”?

  1. Ah you've gotta love sales content – our generation are literally programmed to respond to it, yet marketers still fail to write decent copy a lot of the time. The realism-factor is a great point – putting a human face to what otherwise is just a sales pitch can work wonders.

  2. I like the adding a specific example of a benefit. Too many ads only give a general benefit and don't tell me how it's going to impact me personally, so to speak.
    Leaving some mystery is really not that unusual – that's why many men prefer a couple of layers of negligee over a spaghetti bikini :-)