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There’s a “master bullet type” that most of these bullets will fall under, called the “blind” bullet. What is a blind bullet? A blind bullet is a bullet that tantalizes your reader with a curiosity-inducing statement, yet does not reveal the actual secret behind it, in effect setting up an “open loop” that the mind longs to complete. A void of curiosity that leaves the reader thinking, “I want to know the answer behind that particular bullet.” That is one of the things that make bullets so incredibly effective. The only way to know the answer for sure is to buy the product!
How to Write Copy That Sells
Ray Edwards
Highly polarizing books have lots of five-star ratings and lots of one-star ratings, and hardly any three-stars.
80/20 Sales and Marketing
Perry Marshall
A two-step bullet offers a parenthetical elaboration on the main benefit statement.
How to Write Copy That Sells
Ray Edwards
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