Sales Letter Bullet Points | How to write awesome bullets

by Marlon Sanders on April 30, 2010

Sales letter bullet points were the specialty of Gary Halbert.

If you’re an old-timer in direct marking, you know about Gary Halbert, the Prince of Print. If you’re new, then Gary was a legend in this business. And one of his favorite topics was talking about how to write super powerful bullet points for your sales letters.

In fact, bullet points are so powerful, I’ve seen entire sales letters written exclusively from them.

The idea behind bullet points depends on the type of product you’re selling.

If it’s a physical product, you summarize the features and benefits of your product. If you’re selling an info product, you use the bullet points to really arouse curiosity, a very potent motivator.

If you’re unfamiliar with bullet points, here are some from my sales letter for “The Amazing Formula That Sells Products Like Crazy”:

Are you looking for a terrific product to sell that won’t die? How about this? I found out about a guy who started a very specific kind of mail-order business. He thrived during the worst economic time of the last 100 years! It’s evergreen and tailor made for the net.

A down-and-out insurance salesperson changes tactics. One crucial discovery gives him a billion in sales. He ends up buying the company he was working for. How I installed his system into my formula.

An ex-computer salesman in California applied my formula with a genius twist and developed an incredibly thriving online business. Find out about the ummmph he added and how you can use it too.

New ways to send your traffic through the roof. I’m NOT talking about the same old rehashed, regurgitated search engine stuff. These are new and different.

How to develop new products, back-end profit centers, lead generators and repeat business money machines in only hours.

Where to spend a limited advertising budget. What NOT to waste money on.

A complete, step-by-step explanation of my crazy formula. Why it’s different from what most people do.


Can you see HOW those bullet points arouse curiosity? That’s their sole purpose. Some people will buy just because of ONE bullet point! That’s why in products it’s a good idea to devote a whole chapter to your bullet points so people know that you covered every one of ’em.

How do you learn to write great bullet points?

The best way is to keep what marketers call a “swipe file.” And NO you don’t literally swipe bullet points. That’s a copyright violation. What you DO is use the bullet points as the foundation of your own creative ones.

Think of examples as the raw clay you use to fashion your OWN bullet points from.

In my office, I have a notebook where I printed out tons of bullet points from great sales letters. And if I ever get stuck writing bullet points, I just go to that book and read a few pages until inspiration strikes.

One time I got paid $500 just to help a client write bullet points for a sales letter. That’s how valuable great bullet points are.

Next time you read a sales letter, see if it has bullet points. If it does, see if they grab your attention or not. If they don’t, ask why not? If they do, ask why?

The answers to those questions will help you as learn to craft drop dead, mouth watering bullet points for your own sales letters.

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