Ben Settle’s Secret For Writing Bullets
I’ve been reading a lot of Ben Settle’s copy recently.
Now, I’ll be completely honest: whenever I delve into handcopying and analysing ads, I don’t really get the copywriter at first.
Ben Settle is a good example of this. In short, he writes differently to how I do.
People talk about how he’s a great copywriter and genius at email marketing, and by reading his daily emails, I don’t see it.
That’s not a knock on him – it’s my fault. The numbers don’t lie and Ben Settle has an excellent track record. He obviously knows what he’s talking about, so my not being able to see it is clearly my fault.
And so that’s why we delve deeply into these things.
Side note: It’s also why Gary Halbert is the unrivalled genius for talking to people through words. Everyone finds his stuff immediately catchy right from the start. This is a very rare gift.
So I’ve been getting everything I can find that has Ben Settle as an author.
And while I’m not there yet with understanding how it all fits together, I’m starting to see interesting stuff.
And one of those things is the subject of this little article.
It’s something I’ve never thought about doing but Ben Settle uses it everywhere. And it relates to bullets, which are a key part of all your sales letters.
Bullets The Traditional Way
Let’s talk about bullets.
In long form sales letters, you’ll often use bullets somewhere between announcing your offer and asking people to buy it.
In simple terms:
- We’re selling the “SUPER WEIGHT LOSS PROGRAM”
- Here’s some bullets about why it’s good
- Buy it for $199
And usually, the benefits are the list of features of the product, spun into emotionally charged benefits:
- The super weight loss program is easy to follow – simply read the five point cheat sheet every day
- Lose weight without doing any exercise!
- You can eat whatever you want!
Or something far better than that.
Essentially though, feature + what’s in it for them + emotional hook.
That’s how you write good bullets.
Or is it?
Ben Settle Uses A Randomised System
Now, I’ve no idea at this point whether Ben Settle does this deliberately – though I’d guess he has a system of some sort – (and that might be me nerding out) – but he doesn’t just give you the bullets in the formula above.
Instead, he mixes up his bullets.
Some will tell you the traditional “benefit” of the program.
Some will hint at it by questioning the reader.
And some will be an anecdote.
- A cheat sheet that takes all of the difficulty out of following our diet plan. You can simply read the day, read the guideline, and not worry about anything!
- Ever wondered how some people can eat a ton and do no exercise but still maintain a skinny, slim physique? Check lesson 12!
- How one woman lost 35lbs in six weeks eating pizza every single night and washing it down with a whole tub of ice cream!
Again… bear with my stupid examples.
But you see here that the bullets are getting mixed up. It’s quite irritating for a person reading (in a good way) because a) you’re not giving away the goods, b) you’re making them picture something in their head and c) you’re stoking their curiosity.
That’s in terms of the copy. In terms of the pure linguistic side, it’s more interesting to read.
That’s on the one hand. On the other it does actually make you read it… and I think naturally people skim the bullets normally. So it will make the copy seem longer, for better or worse.
Imagination Is The Key
Unless I read further into his book/emails/etc. and find a totally different reason, here’s where I think this strategy works:
You’re forcing the bullet into your reader’s head and making them imagine a scenario. This obviously has them as the protagonist. It’s an extension of “Benefits not Features.”
Which is more effective?
- You can lose 35lbs in six weeks
- Imagine looking in the mirror and being 35lbs lighter. Mark a day six weeks from now on your calendar and follow our program.
The second is better (although clunky on my part.)
Now look at this:
- You can lose 35lbs in six weeks
- See how one single mom of four lost 35lbs in just six weeks while eating pizza every single night on page 15.
The second is better because it takes the bullet and forces the imagination to picture the results, and that’s what you want.
When you mix it up like Settle’s bullets, you make the reader work hard. By the end of the letter, they’ll have been through maybe a dozen scenarios that ultimately work as though their testimonials but with completely imagined scenarios.
It’s a cool trick.