How to Create Bullet Points that SELL for Your Firm

One thing that we’re really known for here at LM2 (that I’m very proud of) is creating copy that sells.

Just about anyone can whip up copy for a web page, some social media posts, or a series of emails that promote a product or service. There are even AI robots now that can help with these tasks.

However, knowing how to use words in a print or digital medium in such a way that they compel the reader to stop what they are doing and take immediate action is different. This is direct-response copywriting and it’s an art form. It requires a unique blend of sales, behavioral psychology, and effective writing all at the same time.

One specific place where attorneys struggle with effective copyrighting cipf-es.org is creating bullet points that compel and sell. I’m often asked to review promotional materials—say for a seminar—and I look at the bullets and think, “why on earth would I… or anyone want to attend this?! It sounds boring and awful.”

Bullet points are meant to draw the reader’s eye and attention, so they need to pack a punch!

This week’s challenge is to look over some of your promotional materials and take a stab at making your bullet points more compelling and “sexy” to the reader. Here are some tips that will help:

  • Focus on the specific benefits (rather than features) that your target audience will receive from your offer. This will help to highlight the value of your product or service and make it more appealing to potential customers.
  • Use language that inspires action and motivates people to take advantage of your offer. Use words like “discover,” “unlock,” “achieve,” and “transform” to make your offer more enticing.
  • Bullet points should be punchy and to the point. Avoid using complex or technical language and stick to simple, easy-to-understand phrases.
  • Use a mix of facts and emotional appeals to create bullet points that are both informative and persuasive. Use facts to provide evidence of the benefits of your offer and emotional appeals to tap into the desires and needs of your target audience.
  • Use numbers and statistics to provide evidence of the benefits of your offer. For example, instead of saying “avoid estate taxes,” try saying “discover how to avoid death taxes that can exceed 40% after the loss of a loved one.”

Don’t be afraid to test your bullet points either. If a specific piece of copy is not pulling well, in addition to switching up the headline and some of the body text, play around with the tone and content of your bullets, too. They matter that much!

A lot of times I’ll give feedback on sales copy/ bullet points in our Facebook group, so if there is anything that you’d like an honest opinion on, feel free to hop over and share it here.