Awesome Copywriting Bullet Point Secret Almost Forces People To Order From Your Ads

by Ben Settle

One of the most powerful bullet point tactics I ever learned was from a master copywriter (who has controls with many of the biggest mailing houses in the world) named David Deutsch.

And what he said was, when you are writing bullets for books and information products you should structure them in a way where you are very specific about the problem...but purposely vague with the solution.

He actually compared it to baiting a hook.

Where you bait the hook 9/10 of the way, with that small little piece of information (without which renders the secret you are writing about impossible to understand) purposely left off.

For example:

Let's say you are writing an ad for a book about how to train dogs.

And let's say you wanted to make a bullet point out of a fact in the book that says you can calm down hyper dogs by playing classical music.

In this case, you can say:

* The one kind of music that'll calm your dog down and help him go to sleep at night...no matter how strung-out, hyper or scared he is.

See what I mean?

You are giving away the fact that music can be used to calm a dog down. But not the exact kind of music. In order to learn that, they have to buy the book.

Anyway, try doing this with your bullet points next time you write an ad. See if you can't give 90% of the secret away while leaving off that vital 10% someone would need in order to have the full secret.

I'm sure you will find it just as useful and profitable a secret as I have.

About the Author: Ben Settle is one of the few direct response copywriters in the world who really puts his money where his mouth is - structuring his deals so he gets paid only from the results of the sales - and not on any up-front fees. Although Ben is not currently accepting new clients, he freely shares his ideas and tactics on his blog at: http://bensettle.com. Source of article: www.goarticles.com