Your headline is your harpoon to hook the reader and pull them into your space.
That space can be a website, mailing list or product page, and without a compelling headline, you’re fishing with a hole-ridden net and possibly losing countless potential customers with every scroll past your ad.
The best headlines can:
- Powerfully stimulate curiosity and intrigue
- Seduce your reader to read, read, READ
- Build the desires of your prospects
- Drive conversions from your hyperlink
How To Write Great Bullet Points
Writing bullets is a scientific process at its core; you’re attempting to guess your readers’ desires and expectations based on market research. Legendary copywriters like Eugene Schwartz have spoken about the process as assembling rather than writing, and he couldn’t be more correct.
Writing great bullets involves taking the right tools and using them to create a headline that ignites your readers’ desires. The best advertisement presents itself as a conversation that directly addresses potential customers’ needs whilst alleviating their fears with the ultimate goal of keeping them reading.
The ‘How’ Bullet…
The most read bullet on the internet these days, and with good reason… It works! Humans have a natural curiosity for information and learning; you could argue that’s how we got to the top of the food chain.
You can leverage this natural inquisitiveness when creating your ad headlines by providing them with ‘How to…’ information.
- How a high school DROPOUT became a multi-millionaire online – and how you can learn from his mistakes.
- How to make yourself safer than 89% of other road users with ONE simple trick.
- How you can take advantage of rising inflation by using the same SECRETS billionaires to preserve wealth.
The ‘Why…’ Bullet
Possibly the second most used headline bullet, Why is used to build intrigue in your readers from the start. Similar to the secret bullet but less in your face, the why bullet promises to reveal the solution to a common problem or situation that your reader is in.
You need to make sure that your ad reveals something that the reader is interested in AND will directly benefit their life that same day.
- Why crypto is NOT the next financial revolution – THIS is.
- Why debt is NOT real and how you can take advantage of this simple, legal loophole to escape the shackles of your bankers.
- Why you can’t outrun inflation – here’s the REAL method of avoiding financial loss.
The ‘Secret to…’ Bullet
When you have information that’s not very well known, this bullet will take your readers’ curiosity hostage until they find out what your secret is!
Secrets are a promise to better your reader’s situation. As such, you need to be careful with what you reveal, as readers don’t take kindly to being click baited.
- The secret to UNLIMITED energy from a man who swore off coffee over a decade ago.
- The secrets one doctor has revealed about the pharmaceutical industry and why you need to understand them.
- The secret ways billionaires preserve their wealth REVEALED.
The ‘What…’ Bullet
What bullets can work extremely well in two ways. Firstly, they’re instructional. They give your reader a list of tasks or rules that will lead to a specific outcome. Secondly, they offer elusive and valuable information, e.g. What doctors won’t tell you about…
Both will work wonders for your headline and allow you to bump up the perceived value of your advertisement.
- What dentists won’t tell you about tooth decay and why you need to stop doing these three things RIGHT NOW.
- What most millionaires are doing to decrease their risk in the property market.
- What you can do TODAY to avoid bedroom tax.
The ‘Plus…’ Bullet
The Plus bullet is a greed bullet designed to put your readers into the more, more, MORE mindset. It’s used as an add-on to the bullets listed above and is a great way to provide more perceived value to your readers. Plus bullets also work exceptionally well at the end of a list of features or benefits.
- Discover the hidden ways politicians avoid their tax schemes PLUS an in-depth guide into how you can do the same.
- Why your loved ones will never see their entire inheritance PLUS 3 methods that can increase the amount you leave to your beneficiaries.
- What most doctors REFUSE to admit when confronted about heart patient mortality PLUS an in-depth study on hospital mortality due to heart complications so you can avoid the same mistakes.
Conclusion
The famous (and arguably greatest) copywriter Eugene Swchartz once said, “Great copy isn’t written, it is assembled”.
Every copywriter has their own stash of bullets and headlines and we encourage you to develop your own as well. Anytime you see a great header or bullet, take a screenshot and add it to your library. You can start developing your own techniques by mixing the bullets with headlines you like and assembling your copy instead of writing it.
You can read more about generating engagement on social media here.
