Killer Bullet Points In 3 Steps

Posted on 03/29/18 in all posts, copywriting, No Comments

Bullet points are a perfect way to sell the benefits of your product or service. The idea behind bullet points is that you want to create so much curiosity for the answer to that bullet point that the person buys your stuff just because of one bullet point that they read.

And ideally, you write 20 bullet points that each pull in their own sales, just based on one specific bullet point to one specific group of users.

Here’s the magic formula for writing a bullet – the promise of a huge benefit mixed with curiosity. You tell them what they can get, but not how they can get it. They need to buy your product to understand that.

Let me give you an example:

  • How the myths of vegetarians have completely ruined the careers of athletes trying to build stamina and muscle! (And how you can avoid this trap yourself, no matter how you decide to eat!)

In this case, the benefit is showing you what to avoid so you don’t ruin whatever chance you have at building stamina and muscles… but it doesn’t tell you exactly what you need to know to get that benefit.

Here’s another example:

  • 25% to 75% of your rent paid by Uncle Sam – if you qualify and know how to apply!

Again, huge benefit here – how to get a portion of your rent paid for you.. you now know it’s possible, but you don’t know how to do it yet.

One more example to drive home the point:

  • Three sure-fire ways to tell if your spouse or “significant other” has had sex with someone else in the last 24 hours!

The benefit here is that there are only three simple things you need to know to determine if your partner is faithful… but they don’t tell you exactly what those three “sure-fire” ways are.

The point is this: you need to know how to write bullet points that promise a huge benefit, and make the reader so curious as to how to get that promised benefit that they buy your product.

The 6 Main Types of Bullet Points

There are 6 main types of bullet points that have proven themselves effective over and over again. You should consider using all 6 of these bullet points in any ad you write that contains bullet points.

Here are the 6 main types.

  • How To
  • Mistakes
  • Incongruent juxtaposition
  • Instant gratification
  • Fool-Proof
  • Ease of Use

I will explain these 7 types of bullet points now.

How To Bullet Points

These are as straight-forward as they come. In this case, you just write a “how to” plus a certain, specific benefit.


  • How to qualify for social security disability pensions at any age
  • How to use the amazing “bio cure” created by noted sex researchers… which… is especially critical for busy parents!
  • How to get into a deep, soul-pleasing rapport with your lover… and stay there forever! (You will never feel alone again)

It’s wise to include a lot of how-to bullet points in your advertisements, because it gets right to the point with your benefit. You can also combine the how to technique with the other 7 bullet points, such as…

Mistakes Bullet Points

People are more motivated to move away from pain than toward pleasure. So you should use “Pain motivators” in your copy as well. In bullet points, it’s about pointing out mistakes they can avoid if they get their hands on your stuff.

Here are some examples of “mistakes” bullet points:

  • The single biggest sexual complaint women have about men… and… how men who do not make this mistake… can have almost any woman they want!
  • How to avoid the really dumb mistake most business (and nearly all ad agencies) make with their mail
  • The home insurance mistake that’s costing you money

Of course, you don’t have to use the word mistake. You can also say things like…

  • The 3 deadly “discipline” errors most parents make… which causes their children to actually become MORE disobedient

The point is to hit on things that can cause them pain with these type of bullet points, and how getting your product can instantly and immediately rid them of that pain.

Words to consider using to write these pain-orientated bullet points include: victim, hidden dangers, nightmare, scam, shocker, scare, crisis, ruining, terrible, lie, ashamed, risk, warning signs, etc.

Often times it’s best to pair up a “pain” bullet point with a promise of pleasure at the end.

For example:

  • Your number one obstacle for turning dreams into reality – and how to kick its fanny!
  • What criminals look for when they’re taking notes on you! (And how knowing this mindset puts you back into control)

You want to mix up your bullet points with pure, positive ones like the “how to” bullet points, pure negative ones, and some that start out negative and end positive, and some that start out positive and end negative like:

  • How to recession proof your business in 2009 (And how not knowing these three steps almost guarantees you’ll struggle to turn a profit this year)

Incongruent Juxtaposition Bullet Points

In my opinion, these are the most powerful bullet points you can write. This is where you find something that normally doesn’t belong with a benefit, and you put the two together.

Let me give you two examples to demonstrate how this is done:

  • Why Pepper Spray is more likely to do harm than good if you’re trying to protect yourself (often, that pepper spray in your pocket is used against you by your assailant, unless you know the simple way to use it correctly, every time!)
  • Man Shortage Statistics lie – he’s out there if you don’t insist he be older and successful

The first bullet point takes something that most people hold as conventional wisdom (pepper spray = protection) and challenges the notion. These two things normally don’t appear together, so it gets attention and arouses curiosity.

The second example challenges a belief, too, saying a statistic is a lie, but also begs the question – what kind of man is there then? You have to get your hands on the information to find out!

There are other ways to use incongruent juxtaposition. In this case, you pick something minor but interesting, and tie it to a benefit like this:

  • How tapping on 7 parts of your body can help you lose weight
  • The one thing you can do with your eyes to make a scumbag back off and think real hard before continuing with his plan of attacking you (It works like magic to ward off trouble 90% of the time)
  • 3 simple words you can write on a postcard that will flood your business with profits

The first example talks about “tapping on 7 parts of your body”… usually this is not a technique people are familiar with when trying to lose weight. So it’s very interesting, because it’s specific but still has curiosity. The same thing with the second example.

In the third example, you have paired up three simple words with a ton of profits. Most people have never seen that before, and so they are dying to know what those three words are. Can it be that simple? Probably not, but they need to find out!

Instant Gratification Bullet Points

One of the biggest benefits people want is to get an instant result. So you should write bullet points that aim at giving them a certain benefit they deserve, and giving it to them immediately!

Here are some examples of good bullet points that accomplish this:

  • A 15 Minute change in the way you shower and dress which may very likely double your animal attractiveness to the opposite sex!
  • A simple 3-second “trick which 100% eliminates “performance anxiety” in men! (Note: this “trick has been used for centuries by the most daring and successful men in the world)
  • If you can memorize two short sentences, you can flash your credit card and get sizable discounts on even the things you pay cash for
  • Health alert: the 60 second test that can save your life

In each of these examples, the emphasis is that you can learn something in almost no time flat, and get immediate results from it.

You absolutely must use instant gratification bullet points in every ad you’re writing if that ad contains bullet points.

Fool-proof Bullet Points

A lot of people want to learn something that, once it’s learned, works for them each and every time until the day they die. In other words, they want a fool-proof solution.

So you need to write bullet points that address that. Here are some examples:

How to turn a criminal’s “code of action” against him – something none of his victims ever do, yet which is the only definite way to survive every time!

  • The two almost unknown secrets (one mental, one physical) men need to know to have rock-hard erections… at any age! (These are crucial secrets to improving a man’s sex life forever)
  • Almost fool-proof contraception: It’s over 99% effect but… so new… most people have never heard about it!
  • The sacred copywriting sequence that literally guarantees information product marketing success
  • How to permanently lock your mind into “survival mode”… so you’ll never be surprised by trouble

In all the examples, the idea is that you can “lock into” something that once learned, will guarantee a certain benefit for life.

Ease of Use Bullet Points

These bullet points all imply that you can get a huge benefit without putting in much effort. The difference between these and instant gratification bullet points is that there is less emphasis on getting the result immediately, and more emphasis on doing almost nothing and getting the result.


  • The amazing 10 minute strategy used religiously by the most overworked people in the world… to have better sleep, more energy and supercharged brainpower
  • How to quickly “sketch” any bad guy in your mind – using only those things that he cannot disguise or change to fool you later (like in a police lineup, or another place as he continues to stalk you!)
  • The ingenious “info recycling” technique that a lot of famous publishers use to bring in droves of new subscribers (and hundreds of thousands of dollars) without doing a minute worth of extra work!

Bullet Point Writing System

Now that you are familiar with the different styles of bullet points, and how to write them, now it’s time to write bullet points for specific products and services.

There is a simple way to do this. All you’re going to do is read through the whole product, or listen to it/watch it, and analyze the information.

Every time you come across something of interest, and/or of benefit to the reader stop and “twist it”.

Let me give you some examples.

I am currently looking at a book right now called “up the loyalty ladder” by Murray Raphel. It’s a business book. I randomly flipped it open to a page which starts out saying:

“Here’s a simple little technique to increase your business that will take you about 15 minutes a day. On average, it will build your volume at least 10 percent a year or more. We have received hundreds of letters saying it works (and one saying it didn’t). The concept is so simple, so easy, you will wonder why no one ever told you how it worked before.

It involves making four contacts every day. And you have four choices: by phone, by mail, in person, or by reference”.

Keep in mind, this book was written before email or fax existed. But that’s not the point. The point is how to turn that above paragraph into a bullet point.

Here’s how I’d do it:

  • A 15 minute a-day exercise that will build you business by at least 10 percent or more a year (and we got hundreds of letters from business owners to prove it!)

Here we used instant gratification, tied to a huge benefit, and then we validated it with proof to make it more believable.

Another example. I have before me the book “Quantum Touch” by Richard Gordon. I randomly opened it up to a page and found this passage:

“A few years back, I gave a lecture at a large conference in San Francisco. i had explained to the audience how easy it is to learn to use Quantum Touch, and that among numerous sorts of healing events, bones will spontaneously move back into alignment with only a light touch – even cranial bones.

After my lecture was over, a man approached me and stated, “I’ve got a PhD. in physiology, and I know that you can’t possibly move the cranial bones because they are rigidly fused in place!” I responded by saying, “I’m so glad to meet you. Com here; let me show you what ‘m talking about”. Within moments, I found someone who had been in my audience whose cranial bones were severely uneven…”

Then it goes on to explain how he proved this guy wrong, even to the point of breaking out a measuring stick after he did his “quantum healing.

Let’s turn the above example into a bullet point:

  • How to make damaged bones move back into alignment with only a light touch – even cranial bones (I once demonstrated how to do this in front of live audience, on a challenge from a skeptical doctor… and ended up embarrassing the nay-sayer in the process!)

Or something like that. Actually, it’s not important to get it perfect, because since you’re going through the whole product, you should have 50-100 bullets when you’re done (or more). Then you can eliminate the weak ones and keep only those you think are the most powerful.

In any case, the technique that was used in the above example was a “how to” bullet point. Nothing fancy. If I were actually writing this for a client, I’d have came up with a couple different bullet points, and kept the one I like best. For example, two alternative approaches would be:

  • How to spontaneously move bones into their proper alignment with a light touch(Yes it works, and you can even measure the movement after you use this simple technique)
  • How I schooled an Egghead doctor and proved to a live audience you can spontaneously fix mis-aligned bones with just a light touch

Then, just pick the one that you feel is best.

You want to go through your whole product and do this. if you get stuck, then just look at one of the six styles, and try writing the same bullet using several of the different styles, or a combination of them.