Scannable Bullets ⚡️ The Marketing Upgrade


Estimated time to read: 1 minute 40 seconds

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Hey, it's Bobby.

Some marketing upgrades are bigger and more strategic, like a Story Trove. Others are smaller and more tactical, like today's upgrade.

Don't overlook these smaller changes.

Because the gap between page visitor and page reader is a chasm that your marketing must bridge.

And copywriting techniques like this are how.

If people don't read, they don't understand. And if they don't understand, they don't buy.

So, get them to read.

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Scannable Bullets

In 8 words:

Draw readers into your bullets with mini-headlines

Dilemma: It can feel like human attention is the rarest commodity on Earth.

More things compete for your customers’ attention than ever before.

Which means getting them to pay attention to your message is harder than ever.

Solution: Fortunately, people will still pay attention. But you must give them a compelling reason.

Because the issue is not short attention spans:

In other words, the world has gone scannable.

Let’s look at 3 ways you can quickly hook readers into reading your bullets.

3 Ideas to Implement

1

Lace with curiosity

Think of this as the amped up version of a classic copywriting bullet. Use a headline that drips with curiosity. Then you can use the rest of the bullet to deepen the appeal with benefits and additional curiosity.

Real-world Example: Mindvalley ratchets up the curiosity factor and emphasizes the benefits in the bullet section on their webinar registration page.


2

Highlight the emotional benefit

If your audience resonates with copy that's more experiential and aspirational than purely informational, you can focus your bullets around that high-level emotional experience.

Real-world Example: For the invitation page for Sage & Tony Robbin’s “She’s Unstoppable Summit”, the bullets highlight high-level benefits like “Ignite your spirit” and “Tap into your strength”.


3

Match the conversation in their head

People are coming in with a list of questions they want answered around your topic.

And — especially if your offer is around teaching that topic — you can use your bullets to match their context. Show that you understand what they want to know – and tease that you’ll be revealing the answers.

Real-world Example: On the opt-in page for Amy Porterfield’s “Your Money On The Side Guide”, Amy addresses her audience’s biggest questions directly with bullet headlines like “How to Choose [a side hustle]” and “How much to charge”.


Cheers!

— Bobby

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