Steps 4 to 6 in Alex's Proven Web Copy Formula


Step number four. Benefit bullets. What is a benefit bullet? A benefit bullet is a benefit. And why are people going to purchase this? It answers "What do they get?". Not what do they get in the offer, but what will they experience upon purchasing this course, so what will this course give them. That's the key. Now a benefit bullet is two species of benefits. And people don't like to break it down this way for some reason, but I do.

One species is removing pain, and the other species is gaining pleasure. The twin towers of motivation. Moving away from, and moving towards. MA -- moving away from pain, and MT, moving toward pleasure. Forget about which one is more powerful, it depends on your market, if you're dealing with a dentist he's definitely a moving away from person because he deals with pain all day.

If you're trying to sell a car sales person, he's a moving towards person. Just think of how you'll feel, when you're selling cars because he's telling people "Just think of all the neighbors who are going to say how great you are by driving this Cadillac around".

So different types of people have a propensity to be moving towards or moving away, but I like to write as many moving away from bullets and as many moving towards bullets, and I don't look at it as just generic bullets, they are definitely sequested and segmented because it brings a lot more power and specificity.

So let me give you some recent bullets from a copywriting assignment that's not published yet, it's from a fellow ex-countrywoman, Maryon Stewart, she's writing a book on menopause, how to beat menopause naturally and she's very well known in England, in the UK. And here are some bullets: Why common menopause symptoms are not just hormonal. (Page 12) Common snack foods that significantly reduce menopause symptoms. (Page 59) Why you have to avoid hormone replacement therapy if you have these six symptoms. (Page 37)

Now I'm writing these benefits down ... I didn't have the page numbers before, I added those later because my client is selling this eBook on how to beat menopause naturally, and she's promoting this eBook. Any woman in her 50's should get this eBook listening right now. It's the only eBook of it's kind. And you see there I have benefits which are in bullet form and I have the page numbers. In my copywriting formula all I do is I write the benefit first. And then the page number comes later if I want to use that technique.

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