Do you know what a fascination bullet is? Relax, it’s fine if you don’t.
Chances are you’ve read dozens of them, you just didn’t know what they’re called.
He was so successful that his employers at Boardroom Books even withheld his name from the public. They were concerned that another firm would come in and lure him away, with good reason.
Now, you might be wondering why you should care about something from decades ago. The answer is simple: if you use his technique and master it, there’s a big chance you’ll increase your sales. Fascination bullets might even increase your visibility and engagement metrics.
Think about the days when a person would have to fill out a form, write a check, put it in an envelope, and mail the thing to make a purchase. Back then, Mr. Martin’s “fascinations” raised sales by millions of dollars.
Not bad for “just” a bit of writing. Keep reading if you want to find out how to write these bullets so you can do what Mel Martin did.
Fascination bullets don’t have to be so enthralling that readers lose track of time — but they do have to be interesting.
For the most part, the formula looks like this:
So I’ve written one for you, using that example:
It can position you as an authority or an interesting company that everyone wants to know more about.
Below you’ll find some helpful formulas to help you craft fascination bullets that will knock your prospects’ socks off.
While you don’t need to use all of these formulas, there’s no question that they come in handy. They exist for a reason. Use them whenever you can, and see what happens.
Nowhere is it written that fascination bullets must always be positive and pleasant. Having said that, they usually work best if they are both pleasant and surprising.
It would be surprising and pleasant to read:
Interesting copy that draws you in is good, but pleasant surprises are better and more memorable. Consider this:
Note that it's best to keep these simple. A bullet point is one thing, but sub-points just muddy the water.
Here are some copywriting tricks you can use to spark life into unimaginative copy.
Look, you’re here to whet appetites and move people with your fascinators.
An old adage applies here: “Don’t give away the milk for free if you want to sell the cow.”
That might make you wonder about the free milk. Turns out that “milk” isn’t what the women were giving away since this is a metaphor.
It might come as a surprise, but the saying was meant to tell young ladies that a man would never marry her if she gave him everything that married couples have and do. Instead, the metaphor says they should wait until they get married. It’s a very old and well-known phrase. Just ask your granddad.
Of course, times have changed and the “rules” aren’t exactly that way anymore in most communities. Still, it makes sense if you’re trying to draw people in — that you don’t give away everything you know.
The point here is if you’re trying to get attention, it’s okay to be economical with how much you give away. In fact, sometimes you should be very economical with it.
See how that works? Think about this example:
Writing is musical. When it comes to fascinators, that musicality is essential. Let’s consider some examples.
Music isn’t only enjoyable because of the notes that are played. The rests — the space between the notes — also do the trick. Some advisors say that fascination bullets, in particular, should be symmetrical. For instance, they suggest all the bullets be one line, or two lines, etc.
It doesn’t have to be that way, though. Look at these examples:
“Clickbait” isn’t a compliment. Not even to people who produce that kind of content. You can make people think without making them feel that they’ve been suckered into looking at clickbait content.
Let’s put it another way: if readers are kicking themselves for even going to your website, your task of selling is going to be much, much more difficult.
The link blocks at the bottom of many sites are the current ubiquitous offenders. They often have odd pictures and questionable medical-type content, and they tend to make ridiculous claims.
That’s clickbait. You’ve seen them unless you don’t spend much time on the internet. You might have seen them even in that case.
This is the type of content in question: “This one weird vegetable will make your abs flat as a pancake the hour after you eat it.” You don’t want to be lumped in with those types of publishers — no one will take you seriously, and your offer won’t sell well if you do.
Here are other copywriting mistakes that are sabotaging your conversion rates.
A good fascination bullet makes readers want to know more. Of course, if they want to know more, you’re drawing them into your products/services as potential buyers.
It can feel tempting to only choose one of the fascination bullet formulas that work best for you, but you’re not everyone. Before you settle on a type of fascination bullet, consider the many different approaches to them. Most of them have been used since the dawn of time (well, copywriting dawn of time, anyway).
So as food for thought, here are a few extra types of fascination bullets:
“The Doan Foolproof Guide to Banana Sourcing.”
(This is one of the most used types, which may mean you should use it sporadically, not constantly.) But it worked on you, didn’t it?
“Avoid the one mistake no copywriter can afford…”
“Never keep sandpaper in your toolbox because…”
Similar to “But Wait, There’s More…” (PLUS copy)
“You thought Squid Game could be better? Read on to find out why you need to rethink.”
“Are you afraid of being outsold by people who write better copy than you?”
“Many people have heard that the actress little girl in “The Exorcist” overdosed decades ago. It’s not true — click here to see what she’s been up to.”
You have wisdom to share. So share it and drag the people in. For example:
“What you need to know to really turn a profit in banana futures markets. See the full lowdown here or request our free report here.”
“What will the Government do if you try to leave the country and don’t pay taxes? Click here for a short explanation.”
“38% of American pediatricians don’t know that this substance can create permanent disabilities for children. See number 16 on our list…”
“Nobody ever has an allergic reaction to spinach, they told us. Rachel Cainer knows better. Her daughter nearly died because of a spinach omelet. Find out how you can avoid this.”
“You probably think your real estate agent is vetted and trustworthy because he’s licensed. Think again. Click here to read about the criminal realtors and how to make sure yours isn’t a risk.”
“A lot of people think nobody will care if they put up a greenhouse in their backyard. The truth is that in many municipalities they not only care, but they can also prevent you from doing so. Click here to find out where your location falls.”
Use this one sparingly. It's been overused, but it can still pack a punch.
“Sneaky ways your auto mechanic convinces you that your repairs are critical…”
“Sneak into a luxury hotel for complimentary breakfast? Don’t try it unless you’re prepared to be arrested.”
“Did you know that many states don’t keep records about domestic violence perpetrators who go to trial and are actually found guilty? Click here to see why.”
“Did you know that art classes offered in schools have been shown to always raise the scores and grades in academic classes? Yes, every single time. Click here to find out more.”
Ethics are important to sales if you want to do things right, or if you want to stay in business indefinitely. In (ethical) sales, you’re trying to help people. It’s not that you’re trying to force them to do things that aren’t in their self or business interest. You’re trying to help them.
So how do you help people? How do you start?
Simple. You start by telling them some benefits of your offer:
Benefit Interesting statement <more benefits> next steps/page for <more benefits>.
Once you’re aware of fascination bullets, you’ll see them everywhere. They’re also used in political communications. This is why you have to pay close attention to whether the information imparted is truthful.
These days, a large portion of the time politicians of all parties (and their managers) evoke emotions and let the facts float out in the distance. (“Alternative facts,” anyone?)
Consider these fascination bullets:
Of course, I just made those examples up out of thin air. Still, it wouldn’t require much investigation to realize that similar statements to those are being made all over the internet and even in official communications and press reports.
Without question, there’s a lot of money to be made by politicians and those around them — and those who are influencing public policies. In business and copywriting, you have a responsibility to use your techniques in ethical and honest ways.
That’s not because of any sort of ephemeral brownie-point type things — it’s also because being honest leads to fruitful, long-term relationships. So you want to be thoughtful and ethical about what you put out. You’ll benefit if you use your abilities for the common good.
Your main job is to explain the benefits to your prospects. With that in mind, an example of these bullets can look like this:
Learn more about "benefit-centric" copywriting here.
In the grand scheme of things, fascination bullets aren’t the only tool in a good writer’s quiver. Despite that fact, knowing what they are, how to write them, and how not to mess them up puts you ahead of the pack.
When you fascinate readers and then explain to them how your offer could benefit them, you’re more than halfway to the sale if you’ve got something desirable.
When this tool is handled well, it can increase sales to an impressive degree. Wield fascination bullets well enough, and you could be the next Mel Martin.
After reading all these formulas, do you doubt that fascination bullets can raise your sales? If you’re that “one in a million” type of person who sees it that way, go back and read it again, and then look around at some ad copy. People have made millions with them and it doesn’t look like the trend will change any time soon.
P.S. Marketers and B2B business leaders...
If you're looking to improve the performance of your sales pages, emails, or ads... I may be able to move the needle in a big way.
Using my proven “Neuro-Response” copywriting method, I've generated over $2.7 billion in revenue for over 224 of the largest B2B companies in America.
This behavioral-science inspired system taps into lesser-known hidden psychological triggers that target multiple decision-making regions of your prospects’ brains...
In a way that elevates their desire, makes them primed to be more receptive to sales messaging, and gets them to move forward.
Averaging across over 1,124+ projects, my copywriting drives a 55% increase in on-page conversion rates, an 84% increase in quality sales-qualified leads, and a 27% decrease in customer acquisition costs compared to existing controls.
If any of this sounds interesting to you...
Click HERE to learn more and find out if I’m the right fit to help.