So many people have asked me this:
“If you had to choose, what would be The ONE thing… I should learn in Copywriting, first?”
Most others would say: to learn to write a great headline.
I’ll go against the grain a little and say, learn to write great bullets first.
This is for a couple of important reasons:
- You won’t have the pressure of squeezing everything into that headline
- You’ll do a full 360 around the product you’re writing about, with every aspect turned into bullets (then weed out the weak ones and recycle the good ones throughout the copy)
- You’ll learn the routine of ‘getting into the product’ by writing copious amounts of bullets
- In many cases, customers actually make a buying decision based on a specific bullet that addresses their particular need or mindset!
Gary Halbert used to write TONS of bullets… and they didn’t all ‘sell on steroids’. 😉
So what should you have in a great bullet, ideally?
There are many formulas, but here’s one you’ll find works great:
- Base it on a GREAT benefit (ditch the lukewarm ones, they’ll do you no good here – you need the PUNCH!)
- Use elaborate word imagery (“like a bumblebee on a hot summer’s night”… you get the idea. Just don’t overdo it.)
- Finish off with a strong curiosity element (tell them something, but leave it unfinished – require for them to take the next step to scratch that itch!)
This 1-2-3 punch is MORE than enough to get you started, and apply to the ONE thing you need to learn in copywriting.
Practice this on a product of your choosing – one you’ve been commissioned, or just anything – and I guarantee you’ll become a better copywriter within days.
And you’ll create a great routine while you’re at it!
That’s your ONE thing to learn in copywriting. Go forth, warrior! 🙂