How To Mention Your Product's Features In Sales Copy
Nick James
If you would like to include the features of your product in your sales presentation, I would strongly suggest you write intriguing bullet points into your sales copy.. But which ones do YOU use: blind, specific or ones that fire the 'one-two' punch?
Well, let me ensure you that if you're not sure of the difference, or, you're not even sure what a bullet is...
... you're miles ahead of 95% of business owners out there in your market place, just by subscribing and reading something like this!
'BULLET' EXPLAINED:
A bullet is a succinct, tightly packed piece of information that is delivered with the same impact and speed as a bullet fired from a gun.
What's its main reason for existence?
Breaking up reams of information and sorting, sifting and screening the content for 'Bullets that Bite with Benefits', fired straight at the emotional heart of your intended audience.
It can also be said that bullets are like 'mini headlines' ready to be cocked, aimed and fired.
BULLET DEFINITIONS:
BLIND - this is where you tease the reader enough with juicy curiosity, but you don't let on the 'secret'.
SPECIFIC - this is where you reveal everything in that bullet. You tell the secret.
ONE-TWO PUNCH - This is where you give the blind or specific bullet, but you then follow up with ANOTHER BULLET that enhances the preceding one with a specific or hidden benefit the reader may have been unaware about.
I'll give you two examples that'll help you turn chunky, complex, cluttered looking information... into thirsty pieces of information that your audience will fight for!
Okay, let's say we wanted to write about the benefits of nutrition. One way is to write a rambling piece about it all and get some sort of interest that way.
But, using the differing types of bullets we wrote about earlier, you'll be able to see and experience the difference.
EXAMPLE 1
Bullet 1: BLIND ' The one, everyday food that's lying in everyone's kitchen, that if taken, can enhance your brain power by 10 points!' ...
Bullet 2: SPECIFIC ' Eating a banana a day can dramatically increase your brain power by 10 points!'
Bullet 3: ONE-TWO (version 1) ' The one everyday food that's lying in everyone's kitchen, that if taken, can enhance your brain power by 10 points!'(And, can then give you the confidence to get onto that physical exercise programme you've always wanted to do!)
Bullet 3: ONE-TWO PUNCH (version 2) ' Eating a banana a day can dramatically increase your brain power by 10 points!'(do this for 21 consecutive days and you'll see instant results with your concentration that people would think you've spent a fortune on a personal development coach!)
EXAMPLE 2
Bullet 1: BLIND 'The single best thing you can do that can reverse the ten signs of ageing!'
Bullet 2: SPECIFIC 'Health experts all over the world have agreed that daily strength conditioning exercises can reverse the ten signs of ageing... almost instantly!'
Bullet 3: ONE-TWO PUNCH (version 1) 'The single best thing you can do that can reverse the ten signs of ageing!' (do this for ten minutes a day and your friends will soon accuse you of having plastic surgery!)
Bullet 3: ONE-TWO PUNCH (version 2) 'Health experts all over the world have agreed that daily strength conditioning exercises can reverse the ten signs of ageing... almost instantly!'(doing this for ten minutes a day can give you the zest for life you were missing, and have your friends jumping up and down with bottle green envy, clawing to get at your secret!)
I hope that's cleared up any doubts you may have had about 'bullets'. And, my sincere wish is that you embrace its power.
The question should now be, 'WHEN will you start using 'bullets' in your advertising and marketing promotion literature?
A suggestion: Take a piece of your marketing material, or any material you see fit, and try out the above exercises.
You'll thank me a little later, when your pockets are bulging with all the currency you want.
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