Chapter Five

Question 1

21 Bullet Point Templates You Can Use Today [1/3]

Answer 1

1. The “Wrong!” Bullet
2. The “Theme Sequence” Bullet
3. The “Two-Step” Bullet
4. The “Giveaway” Bullet
5. The “Reverse Hook” Bullet
6. The “Naked Benefit” Bullet
7. The “Transactional” Bullet

Question 2

21 Bullet Point Templates You Can Use Today [2/3]

Answer 2

8. The “If…Then…” Bullet
9. The “Truth About” Bullet
10. The “Single Most” Bullet
11. The “How-To” Bullet
12. The “Number” Bullet
13. The “Sneaky” Bullet
14. The “Better Than” Bullet

Question 3

21 Bullet Point Templates You Can Use Today [3/3]

Answer 3

15. The “Simple Fact” Bullet
16. The “What” Bullet
17. The “What Never” Bullet
18. The “Do You?” Bullet
19. The “Why” Bullet
20. The “Secrets of” Bullet
21. The “Probing Question” Bullet

Question 4

1. The “Wrong!” Bullet.

Answer 4

When you can contradict a common assumption, use the “wrong!” bullet.

Question 5

2. The “Themed Sequence” Bullet.

Answer 5

For instance, “7 Deadly Diet Sins” or “3 Humiliating Secrets Men Don’t Want Women to Know.”

Question 6

3. The “Two-Step” Bullet.

Answer 6

A two-step bullet offers a parenthetical elaboration on the main benefit statement. This parenthetical statement is the real “magnet” in the bullet.

Question 7

4. The “Giveaway” Bullet.

Answer 7

Every now and then, “give” them something.

Question 8

5. The “Reverse Hook” Bullet.

Answer 8

Interesting fact plus unexpected benefit.

Question 9

6. The “Naked Benefit” Bullet.

Answer 9

This bullet makes a direct benefit claim, but it must be supported by some additional facts or intrigues that deepen your reader’s interest.

Question 10

7. The “Transactional” Bullet.

Answer 10

Simple transaction: “Give me … and I’ll give you…”

Question 11

8. The “If… Then…” Bullet.

Answer 11

Give the prospect something easy for him or her to do or comply with—and associate it to a benefit.

Question 12

9. The “Truth About” Bullet.

Answer 12

Works with any controversial question, point, or issue.

Question 13

10. The “Single Most” Bullet.

Answer 13

When you have a provable superior benefit, use this kind of bullet.

Question 14

11. The “How-To” Bullet.

Answer 14

Simple and direct approach. This is the most common type of bullet.

Question 15

12. The “Number” Bullet.

Answer 15

Use this when you have a specific number of techniques, multiple ways of doing a certain thing, or multiple “reasons why.”

Question 16

13. The “Sneaky” Bullet.

Answer 16

Use when you can imply an element of conspiracy.

Question 17

14. The “Better Than” Bullet.

Answer 17

A great way to get their attention; find something good that you can do better.

Question 18

15. The “Simple Fact” Bullet.

Answer 18

When you can’t use a “blind” bullet, use simple facts but make them interesting. Present “worst case” scenarios to set them up.

Question 19

16. The “What” Bullet.

Answer 19

A variation of the “how-to” bullet.

Question 20

17. The “What Never” Bullet.

Answer 20

The negative form of the “what” bullet; plays on the “fear factor.”

Question 21

18. The “Do You?” Bullet.

Answer 21

Use when you think you know they are doing something that is a mistake (which your product avoids).

Question 22

19. The “Why” Bullet.

Answer 22

A simple version of “reason why” copy — that keeps the “reason why” hidden.

Question 23

20. The “Secrets Of” Bullet.

Answer 23

If you have an unusual solution, device, or tactic, use this bullet to build curiosity.

Question 24

21. The “Probing Question” Bullet.

Answer 24

Ask a question you are reasonably certain you know the answer to.