Everyone's obsessed with 'headline formulas' nowadays.
And I get it: people want a convenient way to come up with attention-grabbing, eye-popping, door-busting headlines...
Problem is, headlines are crazy complicated and need a TON of work that's only visible under the hood.
So, unfortunately, there IS no guaranteed 'proven headline formula' out there.
Sure, there are awesome templates and examples that rip off famous headlines - but honestly, they won't necessarily work with YOUR audience, for YOUR product.
But what about bullets?
They're just as important in any sales page or email campaign, yet people downplay their potential and neglect them (often leading to the dreaded 'features vs benefits' confusion - the bane of copywriting).
So in today's post, I'm gonna give you 7 bullet formulas that have been tested over decades, and consistently convert well in any industry, for any product!
You can use them for desire-building product descriptions, highlighting the true benefits of your service, or even quickly describing your offer.
Let's dive in...
'If it ain't broke, don't fix it'
Says the timeless saying - and it's absolutely right. Number bullets are the golden standard when it comes to bullets.
Are they overused and boring sometimes? Sure.
But that doesn't mean they don't work... They do, and coincidentally, they're also the easiest to use: all you have to do is add a number before your bullet.
WHY IT WORKS: Our brains have evolved to identify numbers very quickly (both visually and semantically), and a numbered list immediately shows something concrete and tangible.
Here are a few examples:
Ever wondered why virtually every sales page you see has at least a few number bullets? It's because they work. And they inherently create curiosity.
No wonder gossip, fashion, fake news, or similar sites abuse number bullets to death.
People can't stop clicking on them...
Use number bullets when you want to keep things nice and simple, without going into more advanced copywriting techniques. Just make sure your bullet list isn't made up entirely of these.
Bonus tip: use odd numbers because they seem to work better than even numbers. A recent study from the UX Collective found that:
"Even numbers feel more homely, friendly and must be used at all times when seeking attention is not the primary objective. Whenever we need focus on a subject and demand the user's attention, try using odd sequence numbers."
Furthermore, they ran a survey with 185 people, asking them to choose their 'most liked number' and 49% of people chose the number 7.
Interesting! The number 7 seems more special compared to other numbers and has an established presence across the world. Just think about it:
Religion: 7 days to create the earth, the 7 deadly sins, 7 heavens, etc.
Nature: 7 colors in the rainbow, 7 continents, 7 wonders of the world
Folklore: 7 dwarves, 7-headed dragon, 7 pillars
And yes, even Marketing: Jack Daniels No.7, 7-Up, 7 Stars.
Another timeless classic.
People just LOVE how-to bullets... heck, they love anything that's 'how-to'!
Just think back to the last time you searched something on Google...
Chances are, it was something like 'How to do X', 'How to fix Y', 'How to make sure Z'.
Literally every website that's based on content sharing or content marketing is made up mostly of How-to bullets.
WHY IT WORKS: People always want to learn faster, easier, cheaper, with less effort, and in more productive ways to get what they want. We don't have time to go running around the bush... we want to discover something NOW!
How-to bullets are the best at conveying this.
However, this doesn't necessarily mean that you MUST use 'how to' verbatim. You can also use an expression that means basically the same thing.
Check out a few concrete examples:
Notice how - although phrased differently - each of these bullets does pretty much the same thing: it allows you to do something faster, easier, cheaper, and with less effort.
And everybody wants that!
So if you're brainstorming a bullet list for your product or service, you can't go wrong with a few 'how-to' bullets. Simply use 1-2 cases verbatim, and then re-phrase it several more times.
You also see this everywhere.
Fear-based marketing is extremely powerful, and unfortunately, many people abuse this fact.
While it's okay to use it responsibly, please don't overdo it and rely on it too much.
You'll just dilute your credibility and your brand, and you'll seem scammy.
BUT... that doesn't mean you should never use it. Far from it. In fact, pretty much every sales letter implements various types of warning bullets.
WHY IT WORKS: because people are always looking for 'expert opinion', and they're willing to listen to others who have been in the trenches before. When people see you as an authority, or as their protector, they're more willing to trust you.
Not only that but you can also position yourself as a 'cautionary authority' - someone who can offer valid information (either in your product or service) to people that they can use to protect themselves.
These bullets inherently create curiosity.
'What's the #1 mistake to avoid? I have to know..."
'What do you mean working out too much can actually DIMINISH my gains?!'
'Omg, have I been saying the thing he's talking about on my first date up until now?'
These are all thoughts your reader is probably thinking - and if that's the case, that's GOOD!
Remember, you always want to inject your own voice into the conversation that's already happening inside your reader's mind!
Do that and you're already halfway through the selling process 🙂
No doubt you've seen this as well.
And let me tell you something: it has a bad rep -mainly because it's regularly used and abused by all dem scammy Clickbank sellers advertising miracle cures, magic pills, and wonder solutions.
'The amazing new discovery from China allows you to lose 50 pounds in just 2 weeks without any effort!...'
Yeah, right... there IS no such thing as a magic pill, okay? (*sigh*)
So does this mean that these types of promises should never be used by you?
You see, the main problem with 'shocking news bullets' is that bad marketers had built up a natural resistance within people, because they promised the stars... yet fell flat when it came to delivering actual results.
So naturally, people are quite skeptical.
BUT, if you manage to nail the sweet spot of what I call the Shocking news to tangible benefits conundrum (jeeez, the things I come up with...!), you're still good!
And it's worth it because shocking news bullets grab attention. HARD. In fact, they're so powerful that even after countless disappointments, people STILL believe them... they often think:
'Okay, I know I was fooled the last 5 times, but NOW'S DIFFERENT. I can feel it!'
This is a double-edged sword - real people can get hurt with this, so please only use it ethically and responsibly.
WHY IT WORKS: it's one of the strongest curiosity activators. You have information or use of a new invention that will drive people crazy to find out more about it. The possibility of a better future with something 'amazing' is just too much...
Here are a few examples:
Now, you can supercharge the effectiveness of any shocking news bullet by hinting at something in the most dramatic and enticing way possible...
...but be extra careful not to overhype this information.
Remember that people are wary of these, and make sure you can at least deliver, or even better, overdeliver on your shocking-news promise.
If you promise miracles, expect miracles.
And miracles DO happen sometimes... but only hype them if you know for a fact you can summon miracles.
Eeeeverybody loves secrets.
Heck, there's a reason why one of the fastest selling esoteric books of all time is called The Secret.
The possibility of discovering a well-kept secret simply flips a switch in our brains that makes us go 'ga-ga' to find out this secret immediately.
WHY IT WORKS: We can't really help it, it's baked right into our evolution: curiosity - people are intrinsically motivated to discover things. Just look at children.
Just as with the 'warning bullet', whether you're considered an expert or not plays a huge role in how interesting your 'secret' will seem like: if you're perceived as an 'insider', people WILL listen to your secrets.
In fact, according to a lot of A-list copywriters, many people are paranoid and believe that vital secrets have been withheld from them - by the government, by corporations, by successful people, and so on.
Whether this is true or not is irrelevant. People seem to believe it. And if you want to get their attention, you can use this too.
All you have to do is to hint at some benefit of your product or service that “civilians” outside your business don’t know about… that will deliver an important benefit to them.
This will make your readers even more interested because people are also insatiably curious about new, 'insider' information that affects their self-interest.
Here are a few examples:
You might discover a few similarities with 'shocking news' bullets, and you're absolutely right - they often activate the same motives but do it in a slightly different way.
So the same warning also applies here: don't overdo this because people WILL get tired of it eventually.
If you promise a secret, give them a revelation that's truly enlightening.
Bullets are all about benefits in the first place, so why not go all in with a 'Great benefit bullet'?
So far, we've talked about stimulating curiosity, revealing secrets, and even heralding in shocking new revelations.
Now it's time to go all in and include a few bullets that create MASSIVE perceived value for the reader - promising them their deepest desires.
There's a part in every sales message that has to build desire for whatever you're selling.
'Great benefit' bullets do just that.
WHY IT WORKS: they take a small part, action, or positive effect associated with using your product or service, and highlight its life-changing benefits before the reader. In other words, they bring the 'biggest bang for the buck' benefit of your product center stage.
If you're using long-form sales pages (you should), these are the traditional value-building bullets that make up most of the list of benefits.
Let's see a few of them in action:
Yout can do this over and over again.
For example, if you're selling an online course, you can write a list of 10 bullets for each module, describing the most powerful specific benefits (not features). You can easily use 5-6 Great benefit bullets, and split the rest between previous types shown before.
USP stands for 'Unique Selling Proposition', and you product or service should definitely have one because it's your main differentiator.
A good USP can make or break an entire product. Without it, your product is just one in a million. But with it, you're offering something very unique that people have a hard time comparing to your competition.
For example, the USP of my upcoming online course is this:
'The easiest 'no-nonsense' system to create your own Profitable Email Funnel in no time flat, using my battle-tested Game of Conversions Framework'
Its main differentiator is that 1) it's dead simple to apply, 2) give you a profitable email funnel fast, and 3) uses my proprietary framework.
It's unique. And when the time comes to write bullets for it on my sales page, you can be damn sure that I'll highlight this with USP bullets.
WHY IT WORKS: because if you're product is truly valuable, it probably has something that's not available anywhere else (or not at this price). Highlighting this exclusivity will certainly increase the attractiveness of your offer.
Here are a few examples:
As you can see, most of these bullets create an aura of exclusivity, premium quality, and uniqueness.
This is good because people want what they can't have, and you can very easily stimulate their greed motivators.
However, be sure that this exclusiveness means something to your reader. You have to know their pains, fears, hopes, and dreams to come up with differentiators that make them say 'Wow, that's just what I've been looking for'.
Some people want speed, while others want easiness. Some crave simplicity, while others desire complexity. It's your job to find this out with proper customer research.
Also, it's generally a good idea to take the necessary time to explain why your differentiator is so important, and how it results in extra value for your prospect.
Unlike headlines, bullets DO have universally replicable formulas.
And in this article, I showed you 7 proven bullet formulas that have been tested over decades, and consistently convert well in any industry, for any product.
Best of all, you can re-use the same formulas for your own business, with minimal effort!
Use them for desire-building product descriptions, highlighting the true benefits of your service, or even quickly describing your offer.
It's one of the easiest ways to add immediate value to your sales page or product page, and it takes very little time to implement. So go do it.
As a recap, here are the 7 proven bullet formulas once more:
Hi, I'm Csaba
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Csaba Borzási is the founder of Game of Conversions. After spending 10 years learning the ins and outs of persuasion psychology, Csaba now focuses on what he loves most: helping ambitious entrepreneurs grow their online business and get more profitable customers. When he isn't geeking out on discovering how the human mind works, you can probably find him climbing a mountain, dancing salsa, or traveling around the globe.
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