HTWCC - Ch. 5 Flashcards
1.The“Wrong!”Bullet.
Whenyoucancontradictacommonassumption, use the “wrong!” bullet
2.The“ThemedSequence”Bullet.
Forinstance,“7DeadlyDietSins”or“3 Humiliating Secrets Men Don’t Want Women to Know.”
3.The“Two-Step”Bullet.
Atwo-stepbulletoffersaparentheticalelaboration on the main benefit statement. This parenthetical statement isthe real “magnet” in the bullet.
4.The“Giveaway”Bullet.
Everynowandthen,“give”themsomething.
5.The“ReverseHook”Bullet.
Interestingfactplusunexpectedbenefit.
6.The“NakedBenefit”Bullet.
Thisbulletmakesadirectbenefitclaim,but it must be supported by some additional facts or intrigues thatdeepen your reader’s interest.
7.The“Transactional”Bullet.
Simpletransaction:“Giveme…andI’llgive you…”
8.The“If…Then…”Bullet.
Givetheprospectsomethingeasyforhimorher to do or comply with—and associate it to a benefit.
9.The“TruthAbout”Bullet.
Workswithanycontroversialquestion,point, or issue.
10.The“SingleMost”Bullet.
Whenyouhaveaprovablesuperiorbenefit, use this kind of bullet.
11.The“How-To”Bullet.
Simpleanddirectapproach.Thisisthemostcommon type of bullet.
12.The“Number”Bullet.
Usethiswhenyouhaveaspecificnumberoftechniques, multiple ways of doing a certain thing, or multiple “reasons why.”
13.The“Sneaky”Bullet.
Usewhenyoucanimplyanelementofconspiracy.
14.The“BetterThan”Bullet.
Agreatwaytogettheirattention;findsomething good that you can do better.
15.The“SimpleFact”Bullet.
Whenyoucan’tusea“blind”bullet,usesimple facts but make them interesting. Present “worst case” scenarios to set them up.
16.The“What”Bullet.
Avariationofthe“how-to”bullet.
17.The“WhatNever”Bullet.
Thenegativeformofthe“what”bullet;plays on the “fear factor.”
18.The“DoYou?”Bullet.
Usewhenyouthinkyouknowtheyaredoingsomething that is a mistake (which your product avoids).
19.The“Why”Bullet.
Asimpleversionof“reasonwhy”copy—thatkeeps the “reason why” hidden.
20.The“SecretsOf”Bullet.
Ifyouhaveanunusualsolution,device,ortactic, use this bullet to build curiosity.
21.The“ProbingQuestion”Bullet.
Askaquestionyouarereasonablycertain you know the answer to.
