Customers don’t ‘read’ your website.
They scan it.
If something grabs their attention, they may dig in and read a few sentences or even a few paragraphs.
Lose them for a second…and off they go again…scanning the website for the next interesting tidbit.
There is only one thing on their mind.
What’s in it for me?
The big question is…
How will your product or service improve their life…and make them feel better about themselves in the process?
Great copy today is a fast-moving thrill ride.
Show the benefits of what your product or service does your buyer.
And build curiosity into every word.
That’s a component a lot of people miss.
Curiosity is one of your most powerful tools…in headlines, websites, videos, emails, and everything else you publish online.
Not only do you have to promise benefits, but you have to hold attention by keeping them curious about what’s coming around the next corner.
Mel Martin, who used to write copy for Boardroom, was a master of creating curiosity inducing bullets for information products. In his hands, they took on the name of ‘Fascinations.’
Here are a few fascinations from one of his letters…
- What never…ever to eat on an airplane!
- How to get VIP treatment in hospitals. (All patients are not treated equally.)
- Get a hotel suite…while paying for a room.
- Cruise ship rapes: the uncensored facts which even the news media won’t touch.
- The little-known casinos in Atlantic City and Nevada that offer the best odds.
These short bullets are packed with curiosity…and each one implies a benefit.
The thoughts are left unfinished. You want to know more…you need to know more…especially when you’re being teased with dozens of these bullets and there is only a small risk-free investment to get all the answers.
Many high-converting websites are almost purely made of bullets like these.
Here’s a little secret I’ve found about writing high-converting copy.
Create as many benefit-rich, curiosity-inducing bullets as you can.
I’ll go page-by-page or video-by-video through an information product and find all the benefits. I keep a list of my favorite bullet templates nearby to keep them interesting.
These bullets become the foundation of my copy.
Some of them are used in bullet sections with one hard-hitting bullet after another.
Others are changed into sentences and paragraphs. But they keep the same formula and flow.
Once you develop the skill of creating bullets that sell, the other pieces fall into place.
That’s why I have a special report inside the Monthly Mentor Club called “Magic Bullets.”
It is a step-by-step guide to creating bullets that sell along with the 21 bullet templates I personally use.
You’ll discover how to create bullets (and sentences) that add one benefit on top of another…multiplying the emotional factor, impact, and sales.
How to create attention grabbing bullets in just minutes by modeling proven winners (there’s a right and wrong way to do this for maximum results).
And how to tap into your visitor’s emotional state with trigger words and emotional imagery…
It’s one of dozens of step-by-step guides waiting for you inside the Monthly Mentor Club.
Download the “Magic Bullets” special report inside the “Report Library” section.