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To get them to start reading, we use devices to capture their attention. One of those devices is the headline. That’s what gets their attention initially to get them to read the rest of the ad, copy, or sales page. The next devices are the subheads, the smaller headlines throughout the copy that telegraph the message of your sales copy. The third device we use to get people to stop skimming, scanning, and scrolling—and start reading—are bullet points.
How to Write Copy That Sells
Ray Edwards
The more anger and hostility the other person expresses, the more curiosity and interest you show.
You can always come back to this list and ask yourself, “What ‘wrong’ bullets can I write? What themed sequence bullets could I write? What two-step bullets could I write? What giveaway? What reverse hook? How can I write a naked benefit bullet?”
How to Write Copy That Sells
Ray Edwards
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