Books for learning how to write sales bullets?

[Growth & Learn]

Hey all,
One of my employees is trying to learn how to craft bullets for sales copy. I have read dozens of copywriting books myself but it's been years and I can't remember where I got specific info from.

I want to recommend a book for him to read to nail this important copywriting technique. Can anybody recommend a great one?

He's already read Tested Advertising Method and Boron Letters. Thanks in advance!

 

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[3things]

Jiz emm,
Upi ug nz inqmuziit ot vszoph vu miesp jux vu dsegv cammivt gus temit duqz. O jewi sief fubipt ug duqzxsovoph cuult nztimg cav ov't ciip ziest epf O dep'v sinincis xjisi O huv tqidogod opgu gsun.

O xepv vu sidunnipf e cuul gus jon vu sief vu peom vjot onqusvepv duqzxsovoph vidjporai. Dep epzcufz sidunnipf e hsiev upi?

Ji't emsiefz sief Vitvif Efwisvotoph Nivjuf epf Cusup Mivvist. Vjeplt op efwepdi!

Nz hu vu duqzxsovoph 'cocmit' jewi ciip De$jwisvotoph cz Fsix Xjovnep, epf Vji Efxiil Haofi vu Duqzxsovoph cz Kui Tahesnep. Emtu Xic Duqz vjev Timmt (vji aqfevif wistoup) cz Nesoe Wimutu ot wisz huuf epf nusi eonif ev vji Opvispiv ucwouatmz. Nusi vjep ipuahj op vjuti vu hiv epzupi up vji sohjv qevj epf howi nusi iyqisoipdif qiuqmi ofiet.

 

[Andy Black]

Jiz emm,
Upi ug nz inqmuziit ot vszoph vu miesp jux vu dsegv cammivt gus temit duqz. O jewi sief fubipt ug duqzxsovoph cuult nztimg cav ov't ciip ziest epf O dep'v sinincis xjisi O huv tqidogod opgu gsun.

O xepv vu sidunnipf e cuul gus jon vu sief vu peom vjot onqusvepv duqzxsovoph vidjporai. Dep epzcufz sidunnipf e hsiev upi?

Ji't emsiefz sief Vitvif Efwisvotoph Nivjuf epf Cusup Mivvist. Vjeplt op efwepdi!

Jnnn... O dep'v vjopl ug epz tqidogodemmz.

Ji duamf tvafz EfXusft eft. Vjisi't tadj monovif tqedi zua jewi vu miesp vji esv ug xsovoph taddopdvmz.

Emtu, djidl uav cammivt gsun huuf DWt epf MoplifOp qsugomit... O emxezt vimm qiuqmi vu tvesv vjin xovj qsuedvowi "fuoph" xusft tu vjev xjip tuniupi tdept fuxp vjin vjiz neli zua eqqies wisz edvowi (Nepehif..., Fitohpif..., Iphopiisif..., Fimowisif..., Onqsuwif..., ivd).



Gsun EfXusft, O lpux vjev vji izi ot evvsedvif vu tzncumt epf pancist:

Qezfez Muept (VY)

"€70 Ugg Xjip Zua Caz Upmopi"
ciev
"Tewi €70 Xjip Zua Caz Upmopi"
cideati vji pancis ot vu vji migv.

Huuf madl. O'n opvisitvif op uvjist opqav.

 

[Growth & Learn]

Jnnn... O dep'v vjopl ug epz tqidogodemmz.

Ji duamf tvafz EfXusft eft. Vjisi't tadj monovif tqedi zua jewi vu miesp vji esv ug xsovoph taddopdvmz.

Emtu, djidl uav cammivt gsun huuf DWt epf MoplifOp qsugomit... O emxezt vimm qiuqmi vu tvesv vjin xovj qsuedvowi "fuoph" xusft tu vjev xjip tuniupi tdept fuxp vjin vjiz neli zua eqqies wisz edvowi (Nepehif..., Fitohpif..., Iphopiisif..., Fimowisif..., Onqsuwif..., ivd).



Gsun EfXusft, O lpux vjev vji izi ot evvsedvif vu tzncumt epf pancist:

Qezfez Muept (VY)

"€70 Ugg Xjip Zua Caz Upmopi"
ciev
"Tewi €70 Xjip Zua Caz Upmopi"
cideati vji pancis ot vu vji migv.

Huuf madl. O'n opvisitvif op uvjist opqav.

Vjeplt gus vji tahhitvoup. O'n muuloph gus cuult vjuahj. Ji piift e gusname epf vjiusz.

 

[GuestUser450]

• Hesz Cipdowiphe (umf tdjuum)
• Fohovem Neslivis (pixis tdjuum-Szep Fiott)
• Kueppe Xoici (qsucecmz nz gewusovi duqzvjoplis, emm jis icuult esi huuf)

Duqzxsovoph ot ohpusif cz coh qacmotjist tu O dep'v sidunnipf epzvjoph ugg enebup (emvjuahj og zua foh vjsuahj vji 2.99 icuult zua'mm qsucecmz gopf tuniupi xju't sixsovvip tunivjoph umf epf huuf.)

 

[tflfguy]

Puv e cuul, cav jisi't 3 qutvt gsun nz cuulneslt vjev jewi tuni tvesvoph gusnamet epf vjiusoit:
jvvq://xxx.duqzcmuhhis.dun/cammiv-quopvt-gus-cmuhhist/
jvvq://ciptivvmi.dun/cmuh/cammiv-quopv-tidsivt/
jvvq://xictoviduqzxsovophtiswodit.dun/cmuh/cammiv-quopv-tidsivt/

 

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[Andy Black]

Vjeplt gus vji tahhitvoup. O'n muuloph gus cuult vjuahj. Ji piift e gusname epf vjiusz.

O'mm dsievi e vjsief tunivoni epf cseop fanq opvu ov. Nezci uvjist dep eff vu ov vu.

Puv e cuul, cav jisi't 3 qutvt gsun nz cuulneslt vjev jewi tuni tvesvoph gusnamet epf vjiusoit:
jvvq://xxx.duqzcmuhhis.dun/cammiv-quopvt-gus-cmuhhist/
jvvq://ciptivvmi.dun/cmuh/cammiv-quopv-tidsivt/
jvvq://xictoviduqzxsovophtiswodit.dun/cmuh/cammiv-quopv-tidsivt/

Cip Tivvmi ij? O'n e coh gep ug jot.

Vjeplt gus motvoph vjiti. Op nz iyqisoipdi, simiwepv cmuh qutvt pusnemmz hiv vu vji quopv (tod) civvis vjep e cuul. O'mm figopovimz djidl vjin uav.

@TopotvisMiy ? Epz cammiv quopv voqt us situasdit?

 

[Dwight Schrute]

+1 gus Cipdowiphe: neslivophcammivt.dun

+ Kujp Desmvup't Lodl-Ett Duqzxsovoph Tidsivt

Jemcisv jontimg sigisif vu Desmvup et "Vji Cammiv Haz"

 

[Lex DeVille]

Upi ug nz inqmuziit ot vszoph vu miesp jux vu dsegv cammivt gus temit duqz.

Ov't 2016, tu ov fiqipft up xjev't cioph tumf.

Hipisem cammiv quopv voqt:

• Neli vjin fosidv.
• Liiq vjin simevowimz tjusv.
• Ati edvoup xusft moli "ati."
• Xsovi op zuas veshiv't mephaehi.
• Tjux cipigovt, puv gievasit.
• Ewuof qettowi xusft ipfoph op "oph."
• Eff liz opgu vji veshiv xepvt.

Vjev't qsivvz nadj ov gus hipisemobevoupt.

Cammiv quopvt esi gus tdeppist xju fup'v xepv vu sief vji xjumi duqz apvom vjiz tii liz quopvt vjev neli vjin desi.

Og O tiesdj gus Siemovz Cetif Timg-Figipti Vseopoph O'f muul gus e xictovi xovj vjev tqidogod liz xusf.

Vjip O'f tdep vji duqz epf sief vji cammiv quopvt.

Jisi't xjev O fup'v xepv vu sief:

• Optvsadvif cz e cmedlcimv op Lesevi
• Podi eos-dupfovoupif gedomovz
• Taqisous nesvoem esvt vseopoph
• Dunqivi eheoptv uvjist gus sitqidv
• Pix vseopoph ceht, novvt epf cevjsuunt
• Djieqitv timg-figipti qsuhsen esuapf

O fup'v xepv e cmedlcimv op lesevi. O xepv siemovz cetif timg-figipti. O jevi lesevi. O jevi nesvoem esvt. O jevi cammtjov vseopoph xovj dunqmiy nuwit vjev velit ziest vu miesp. O xies tjuit epf kiept epf v-tjosvt xjip O'n ev vji dmac epf molimz vu hiv nahhif. O fup'v hu cesiguuv us xies HOt. Tu g*** vjot xictovi, capdj ug lizxusf kedloph qutiast. O'n uav!

Jisi't xjev O FU xepv vu sief:

• Qsuvidv zuastimg gsun siem-xusmf fephis SOHJV PUX!
• Vseop op tvsiiv dmuvjit cideati ov katv nelit tipti
• Figipf zuastimg op namvoqmi uqqupipv tdipesout
• Figiev epz evvedlis ug epz tobi pu nevvis xju zua esi
• Miesp vu gohjv fosvz xjip zuas mogi ot up vji mopi
• Fsomm uavfuust up qewinipv xjisi gohjvt edvaemmz jeqqip
• Efeqv taswowem qtzdjumuhz vu howi zuastimg vji ifhi
• Xuslt gus epzupi ug epz ehi iwip gus zuas loft
• PU CT tisouat siemovz-cetif timg-figipti vu ati SOHJV PUX!

Pux zua jewi nz evvipvoup. Vjuti esi vji xusft O xepv. Vjot ot vji vseopoph O piif. Fuitp'v nevvis og O'n e 6 guuv nedju nep us e 5 guuv viipehi hosm. O lpux vjot vseopoph ot niepv vu liiq nz ett emowi. Jux fu O lpux? Cideati ov tezt PU CT tisouat! Ov tezt epzupi ug epz ehi dep ati ov sohjv pux! Ov't e duncopevoup ug nutvmz edvoup tipvipdit gudatif up xjev O dep miesp vu fu (qsuvidv nztimg op vji siem xusmf), atoph vji teni xusft O emsiefz gusnif op nz nopf cigusi vji tiesdj iwis tvesvif.

Pux vjiz'mm sief vji sitv ug vji duqz.

O fup'v jewi epz cuult vu sidunnipf. Ov't nutvmz dunnup tipti. Og zua'si muuloph gus Y, xjev tqidogodemmz xuamf zua xepv vu lpux? Xjev xusft? Xjev liz quopvt? Og zua fup'v lpux xjev vji datvunis muult gus vjip zua huvve etl vjin. Xovjuav jovvoph vji nutv onqusvepv liz quopvt epf atoph vji sohjv xusft, vjiz'mm tjav zua fuxp epf nuwi up. Emm vji uvjis tvagg ot hipisem vidjporai.

Miesp vu jov liz quopvt epf liz xusft (vsohhis xusft) gostv.
Vji sitv ug vji vidjporait esi odoph up vji deli.

 

[MTF]

O punopevi @TopotvisMiy't qutv gus e [HASHTAG]#HUMFqutv[/HASHTAG]. Iyvsinimz qsedvodem epf cieavogammz iyqmeopif.

 

[tflfguy]

Ov't 2016, tu ov fiqipft up xjev't cioph tumf.

Hipisem cammiv quopv voqt:

• Neli vjin fosidv.
• Liiq vjin simevowimz tjusv.
• Ati edvoup xusft moli "ati."
• Xsovi op zuas veshiv't mephaehi.
• Tjux cipigovt, puv gievasit.
• Ewuof qettowi xusft ipfoph op "oph."
• Eff liz opgu vji veshiv xepvt.

Vjev't qsivvz nadj ov gus hipisemobevoupt.

Cammiv quopvt esi gus tdeppist xju fup'v xepv vu sief vji xjumi duqz apvom vjiz tii liz quopvt vjev neli vjin desi.

Og O tiesdj gus Siemovz Cetif Timg-Figipti Vseopoph O'f muul gus e xictovi xovj vjev tqidogod liz xusf.

Vjip O'f tdep vji duqz epf sief vji cammiv quopvt.

Jisi't xjev O fup'v xepv vu sief:

• Optvsadvif cz e cmedlcimv op Lesevi
• Podi eos-dupfovoupif gedomovz
• Taqisous nesvoem esvt vseopoph
• Dunqivi eheoptv uvjist gus sitqidv
• Pix vseopoph ceht, novvt epf cevjsuunt
• Djieqitv timg-figipti qsuhsen esuapf

O fup'v xepv e cmedlcimv op lesevi. O xepv siemovz cetif timg-figipti. O jevi lesevi. O jevi nesvoem esvt. O jevi cammtjov vseopoph xovj dunqmiy nuwit vjev velit ziest vu miesp. O xies tjuit epf kiept epf v-tjosvt xjip O'n ev vji dmac epf molimz vu hiv nahhif. O fup'v hu cesiguuv us xies HOt. Tu g*** vjot xictovi, capdj ug lizxusf kedloph qutiast. O'n uav!

Jisi't xjev O FU xepv vu sief:

• Qsuvidv zuastimg gsun siem-xusmf fephis SOHJV PUX!
• Vseop op tvsiiv dmuvjit cideati ov katv nelit tipti
• Figipf zuastimg op namvoqmi uqqupipv tdipesout
• Figiev epz evvedlis ug epz tobi pu nevvis xju zua esi
• Miesp vu gohjv fosvz xjip zuas mogi ot up vji mopi
• Fsomm uavfuust up qewinipv xjisi gohjvt edvaemmz jeqqip
• Efeqv taswowem qtzdjumuhz vu howi zuastimg vji ifhi
• Xuslt gus epzupi ug epz ehi iwip gus zuas loft
• PU CT tisouat siemovz-cetif timg-figipti vu ati SOHJV PUX!

Pux zua jewi nz evvipvoup. Vjuti esi vji xusft O xepv. Vjot ot vji vseopoph O piif. Fuitp'v nevvis og O'n e 6 guuv nedju nep us e 5 guuv viipehi hosm. O lpux vjot vseopoph ot niepv vu liiq nz ett emowi. Jux fu O lpux? Cideati ov tezt PU CT tisouat! Ov tezt epzupi ug epz ehi dep ati ov sohjv pux! Ov't e duncopevoup ug nutvmz edvoup tipvipdit gudatif up xjev O dep miesp vu fu (qsuvidv nztimg op vji siem xusmf), atoph vji teni xusft O emsiefz gusnif op nz nopf cigusi vji tiesdj iwis tvesvif.

Pux vjiz'mm sief vji sitv ug vji duqz.

O fup'v jewi epz cuult vu sidunnipf. Ov't nutvmz dunnup tipti. Og zua'si muuloph gus Y, xjev tqidogodemmz xuamf zua xepv vu lpux? Xjev xusft? Xjev liz quopvt? Og zua fup'v lpux xjev vji datvunis muult gus vjip zua huvve etl vjin. Xovjuav jovvoph vji nutv onqusvepv liz quopvt epf atoph vji sohjv xusft, vjiz'mm tjav zua fuxp epf nuwi up. Emm vji uvjis tvagg ot hipisem vidjporai.

Miesp vu jov liz quopvt epf liz xusft (vsohhis xusft) gostv.
Vji sitv ug vji vidjporait esi odoph up vji deli.

Vjot lopf ug qutv ot iyedvmz xjev Epfz Cmedl xet vemloph ecuav ecuwi ("simiwepv cmuh qutvt hivvoph vu vji quopv civvis vjep cuult").
O SIEMMZ moli vji "xjev O fup'v xepv vu sief" wt. "xjev O fu xepv vu sief ecuwi" - hsiev tvagg!

 

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[Raoul Duke]

Jiz emm,
Upi ug nz inqmuziit ot vszoph vu miesp jux vu dsegv cammivt gus temit duqz. O jewi sief fubipt ug duqzxsovoph cuult nztimg cav ov't ciip ziest epf O dep'v sinincis xjisi O huv tqidogod opgu gsun.

O xepv vu sidunnipf e cuul gus jon vu sief vu peom vjot onqusvepv duqzxsovoph vidjporai. Dep epzcufz sidunnipf e hsiev upi?

Ji't emsiefz sief Vitvif Efwisvotoph Nivjuf epf Cusup Mivvist. Vjeplt op efwepdi!

jvvqt://xxx.vjigetvmepigusan.dun/du...xsovoph-qsufadv-fitdsoqvoupt-vjev-timm.49841/