HTWCC - Ch. 5 Flashcards

1
Q

1.The“Wrong!”Bullet.

A

Whenyoucancontradictacommonassumption, use the “wrong!” bullet

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2
Q

2.The“ThemedSequence”Bullet.

A

Forinstance,“7DeadlyDietSins”or“3 Humiliating Secrets Men Don’t Want Women to Know.”

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3
Q

3.The“Two-Step”Bullet.

A

Atwo-stepbulletoffersaparentheticalelaboration on the main benefit statement. This parenthetical statement isthe real “magnet” in the bullet.

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4
Q

4.The“Giveaway”Bullet.

A

Everynowandthen,“give”themsomething.

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5
Q

5.The“ReverseHook”Bullet.

A

Interestingfactplusunexpectedbenefit.

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6
Q

6.The“NakedBenefit”Bullet.

A

Thisbulletmakesadirectbenefitclaim,but it must be supported by some additional facts or intrigues thatdeepen your reader’s interest.

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7
Q

7.The“Transactional”Bullet.

A

Simpletransaction:“Giveme…andI’llgive you…”

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8
Q

8.The“If…Then…”Bullet.

A

Givetheprospectsomethingeasyforhimorher to do or comply with—and associate it to a benefit.

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9
Q

9.The“TruthAbout”Bullet.

A

Workswithanycontroversialquestion,point, or issue.

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10
Q

10.The“SingleMost”Bullet.

A

Whenyouhaveaprovablesuperiorbenefit, use this kind of bullet.

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11
Q

11.The“How-To”Bullet.

A

Simpleanddirectapproach.Thisisthemostcommon type of bullet.

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12
Q

12.The“Number”Bullet.

A

Usethiswhenyouhaveaspecificnumberoftechniques, multiple ways of doing a certain thing, or multiple “reasons why.”

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13
Q

13.The“Sneaky”Bullet.

A

Usewhenyoucanimplyanelementofconspiracy.

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14
Q

14.The“BetterThan”Bullet.

A

Agreatwaytogettheirattention;findsomething good that you can do better.

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15
Q

15.The“SimpleFact”Bullet.

A

Whenyoucan’tusea“blind”bullet,usesimple facts but make them interesting. Present “worst case” scenarios to set them up.

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16
Q

16.The“What”Bullet.

A

Avariationofthe“how-to”bullet.

17
Q

17.The“WhatNever”Bullet.

A

Thenegativeformofthe“what”bullet;plays on the “fear factor.”

18
Q

18.The“DoYou?”Bullet.

A

Usewhenyouthinkyouknowtheyaredoingsomething that is a mistake (which your product avoids).

19
Q

19.The“Why”Bullet.

A

Asimpleversionof“reasonwhy”copy—thatkeeps the “reason why” hidden.

20
Q

20.The“SecretsOf”Bullet.

A

Ifyouhaveanunusualsolution,device,ortactic, use this bullet to build curiosity.

21
Q

21.The“ProbingQuestion”Bullet.

A

Askaquestionyouarereasonablycertain you know the answer to.