The bullet points are a vital point of any sales letter. In doing research on affiliate sites such as Clickbank and PayDotCom, you will have noticed that every sales letter has these listed points of the crucial benefits of the product. The key to writing high quality bullet points is to give them impact. Keep them short and to the point. It is very easy to write bullets as you would write sentences in a normal paragraph. Although this is a workable approach to writing bullets, your results will be much better with proper short bullet points.
These bullet points must emphasize the benefit to the reader of each feature of the product. One of the most common mistakes of rookie copywriters is that they use bullet points to list features of the product they are selling. This will not work anywhere near as well as emphasizing benefits. In the end, the reader only cares about the features of your product, to the extent that those features can make a difference in his life. It is a good idea to write a bullet point in two “thrusts”, the first telling you of the feature, and then the second hammering home the benefit.
Bullet points do need a degree of hype. I am not suggesting here that you make exaggerated or false claims about your product, although of course many people do. What you need to do is bring every positive benefit you can find about your product right to the fore. Bullets are created to overwhelm the prospect, and instill a great sense of desire. Statistics have shown time and again that hype sells. So long as you have a quality product that can live up to your claims, never be shy of pushing your claims to the limit. Timid sales letters just don’t get results. Everybody says they are sick of hype, but even in the over-commercialized environment of today it is still getting results.