As you know people log on to the internet to search for information to solve their problem, even if they have to pay for that information, that's fine, as long as it solves their problem. You see, the only problem is that they usually have tons of distraction such as instant messages and emails popping up most of the time, and browser now have tabs so they can have multiple pages open at the same time.
To be honest with you, if your visitors see a huge block of text, they are not going to want to find out what you are offering. You see, they are going to get intimidated by the sheer mass of words and carry on what they are doing.
In case you doesn't know, there are many ways that you can break your sales pitch into bite-sized pieces. These also include inserting subheads, injecting Johnson boxes and testimonials, and even relevant graphics. But the most important way to break your sales pitch is inserting bullets. Why? It is because bullets will not only make your copy look less intimidating, but also summon a buying frenzy in your audience.
So, What The Hack Is A Bullet?When you think about bullets, you just think:
- It looks something like this,
- And that's all there is to it.
The truth is, you're right. In case you doesn't know, a bullet is much more than a bunch of words next to a dot. It is sometimes responsible for closing your sale because it contains something specific your prospect are looking for.
The "Cliffhanger" EffectYou see, the best bullets employ something called the "cliffhanger" effect. In case you doesn't know what it means, here's an example, when you watch a drama episode that's getting more and more excited, suddenly it ends and the credit roll and you have to wait till the next episode to continue.You see, this leave a major dissonance in fans of the show that cannot be satisfied until they tune into the next episode.
You see, if you are selling a product or service that are laser targeted, you'd better use the same principle to create major dissonance by including the "cliffhanger" effect in your bullets. In case you forget, you can actually use this effect anywhere such as body copy, emails, squeeze page, etc... when you can literally force your prospect to do what you want by creating major dissonance in their mind.
You see, they'll have no choice but to give up and buy your product to satisfy their burning curiosity. One important warning, make sure your product or service delivers on the promise your making in your bullets, otherwise it's just hype and false advertising.
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