Bullet Point Secret #1: Curiosity

This bullet is pretty straight forward. You simply say something that wrenches on your prospect’s
natural sense of curiosity. It goes back to what master copywriter. Scott Haines told me he learned
from the late (great) Sir Gary of Halbert: Curiosity is an even more powerful buying motive than
desire:
• 17 lies all intelligent women always tell men!
• Cancelled check for fire insurance premium proves you’re covered. Right? Wrong.
Bullet Point Secret #2: “Can’t Be Done”
This kind of bullet is related to the curiosity bullet above. And I first heard of it in a lecture by
copywriting legend Eugene Schwartz. These are bullets where the benefit or claim seems almost
unbelievable (but still possible):
• A secret, “back door” way of getting Google to reduce your pay-per-click fees... without even
logging into your AdWords account.
• How to vacuum, dust and clean your dresser drawer without removing its contents!

Bullet Point Secret #3: Proof & Credibility

Whenever you add credibility (or “proof”) to a claim, you exponentially increase its
believability. And since (as the “greatest living copywriter” Gary Bencivenga says): nobody
buys without belief, adding credibility to your bullets will often increase your overall
response, too:
• A scientifically proven way (discovered by Isaac Newton) to hit another man with
“sledge hammer” like force. (Regardless of your size or speed now.)
• The one word Socrates (perhaps the greatest master of persuasion who ever lived)
used to “sell” people on his ideas – even though they were dead set against him before!

Bullet Point Secret #4: Contrast

Contrasting ideas, words and concepts get big attention in advertising. That’s why you see
headlines about one-legged golfers and other sensationalist ideas in high- pulling ads. They also
make great bullets, too:
• The incredible copywriting secret (used by both P.T. Barnum and Mother Theresa) that lets you
sell to even your coldest, most “sales resistant” prospects.
• A sneaky way to sell more products with a weak sales pitch
Bullet Point Secret #5: Pain (Physical Or Psychological)
Memory training experts will tell you to painfully “peg” things to your body (in your mind) to
remember something. Example, if you want to remember a hot dog, you visualize someone nailing a
hot dog into your leg. Ouch! But it works. Because the human brain finds pain (physical and
psychological) hard to forget. And guess what? You can also use this concept to craft “unforgettable”
bullets:
• A secret “bear hug” defense that’s so ruthless, there’s a good chance he’ll be pissing blood
immediately afterwards.
• What many people do in their wills that could disinherit their children.
Bullet Point Secret #6: Straight Benefit
This is another simple and straight forward one – just state the claim (or more than one claim):
• How to hit the golf ball’s “sweet spot” every time you swing the club. (Hit the ball in this exact spot
and you almost can’t help driving the ball farther and straighter down the fairway.)
• How to get your affiliate web pages featured on CNN, Google, Yahoo and other high traffic sites –
100% free.

Bullet Point Secret #7: Tell Them What Not to Do

This bullet is also related to curiosity. Except, you’re not telling them what to do... you’re
telling them what not to do. This is especially powerful if it’s something you know they are
already doing. I love these bullets because people have an extremely hard time not buying if
you do enough of them:
• The #1 worst mistake you can make with your wrist when swinging a golf club. (Even if
you do everything else “right”, your game will fall apart if you make this
common mistake nobody talks about.)
• Four words that will destroy your chances of sponsoring new reps – even the ones who
already want to sign up! (When I stopped saying these four words – that 99% of network
marketers say during calls – my sponsoring rate shot through the roof.)

Bullet Point Secret #8: The Give Away

One thing you can do in your bullets is give away what the entire secret is. I don’t
recommend doing a lot of these. But tossing a few in the mix can ratchet up the
“believability factor” of your other claims and promises (since you’re demonstrating your
knowledge):
• Nausea – settle a queasy stomach with a bowl of milk toast. Amazing! Page 5
• How to use simple cartoons to explode your sales… no matter what you sell or who you
sell to. (For example, you’d be amazed at how easily a picture of a phone operator with her
headset on can jack up your response!)

Bullet Point Secret #9: The 90% Solution

This is a great technique I learned from “A-list” copywriter David Deutsch. This is where you “bait
the hook” 90% of the way, and purposely leave out that extra 10% the reader would need to get the
whole secret. Here are some examples:
• Why you should never chew gum if you are trying to lose weight!

• The real reason why Prozac and Zoloft are so popular in this country! (Almost no one... not even
doctors... understands the startling sexual implications.)
Bullet Point Secret #10: End with Dramatic Sub-headline
This a great way to break up the “sameness” of an ad with lots of bullets. What you do is
turn the last six or seven words of your bullet into a dramatic sub-headline:
• How to “trick” copywriters who get paid hundreds of thousands of dollars per year… Into
Doing All The “Dirty Work” For You!
Bullet Point Secret #11: Compressed Bullets
I first noticed this when reading a Gary Bencivenga ad. I tend to do these at the end of a
long bullet list as a sort of “grand finale.” And what you do is take a bunch of your short and
“punchy” bullets and compress them into their own paragraph: Why you do not want your
press releases used word-for-word... How to use “sound bites” to make your press releases
almost impossible for reporters to for- get or ignore... Why you should almost never email
your press releases... How to make yourself an instant “expert”... And much more.
Bullet Point Secret #12: Expansion Bullets
Finally, we have what I call “expansion” bullets. This is where you take a bullet and tack on
a detailed explanation of it (using lots of tease). This is another great way to break up the
“sameness” of the page when writing a fat list of bullets. Here’s an example that also
combines the compressed bullets, too:
• How to stop a life-threatening disease in your dog… before it surfaces.
Speaking of stopping diseases… chapter 32 of “Why You Should Never Give Your Dog A
Bone” will show you…

How to Pay Little or Nothing for Your Dog’s Vet Bills and Medications!

This is no joke.
In fact, if you want to kiss those sky-high vet bills and expensive pet medications goodbye
forever… then turn immediately to page 92 and discover:
Why some colleges will perform veterinary services for your dog (as education for their
veterinarian students) at a reduced cost (and sometimes free!)… A special website where
you can buy dog medications for as much as 50% off… A secret way to get high-quality
veterinary services 100% free for the rest of your dog’s life… How to save a huge amount
of money on your vet bills by asking your vet one (al- most laughably simple) question…
And more.
There are actually 12 money-saving secrets in this chapter.
And each one can save you a pile of money the next time your dog gets sick, hurt or just
needs a routine checkup. Here are a few more of the little-known secrets revealed in this
hot new book for dog owners: