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Copy Connoisseur: 7 Killer Bullets Shown to Melt the Cold Shoulder and Boost Your Conversion Rates
Okay, you’ve written a headline for your ad. You know exactly the action you want a prospective customer to take. You’re almost there, but not quite.
How do you go about transitioning smoothly from headline to CTA in a way that avoids your prospect losing interest and maintains — or increases — their desire to act?
In my opinion, there is no more effective a tool than the bullet point. Or, to be more precise, several bullet points.
I recently read “Breakthrough Copywriting” by David Garfinkel which covers almost every component of what makes a successful copy-based ad.
The book describes bullet points as a product in motion. They are designed to create curiosity, excitement, desire and anxiety.
Significantly, they should not be a literal description of what your product is, but, rather, the reasons why a prospective customer would want them.
For a customer, the tension and suspense induced by a successfully crafted bullet point should only be dispelled by either reading on or (better…
