I love bullet points:

  • the punchy one-liners that people use to talk about the various qualities of their product or service
  • the short numbered lists that are phrased in a way that not only draw your eyes but also make you want to read and absorb every word
  • the lists that grab the attention of the casual scanner by breaking up the monotony of all the text
  • the things that are oh so good at highlighting the benefits and core features of a specific product or service
  • and oh yeah, the things that make us want to buy the damn thing.

Have you ever gone through a pamphlet or a sales page and felt an insistent need to buy everything the moment you get to the bullet points?

Today I’m going to share 5 formulas designed to help you craft bullet points that compelling and that enticing. And I promise they’ll all be way better than:

“You’ll learn the number one way to XYZ”

I mean, that’s so boring it makes me want to kill myself with a thousand paper cuts. Your bullet points should make people want to buy on the damn spot – before you even reveal your offer.

Before we get going, make sure you’ve got your ducks in a row. You need to:

  • be very, very clear about what the problem is for your people
  • find the process to solve that particular problem
  • figure out the payoff, the benefit, the results of solving that problem
  • note down the biggest misconception relating to your problem (and solution)
  • outline how long that solution will take to implement
  • decide on the strongest of desires surrounding the problem

So that’s your pre-work. Go do that now. Next, it’s time for those psychology-backed bulletproof formulas:

1) The one thing you can do in some unusually short time to improve your chances by an impressive amount.

For example: “The one thing you can do in 5 minutes to improve your chance of being the winning candidate by 50%.”

You can also play with the structure of this one: “The one thing that will double your chances of being chosen as a winning candidate, best part, it takes less than 10 minutes to implement.”

Same formula, different order.

2) When to take some action to get the intended benefit, and how bad timing can destroy everything.

For example:

“When to follow up with the HR manager to ensure you leave a lasting impression, and how not following this advice can make you seem needy and desperate.”


“The exact timeline to follow when sending your CV, to make sure you get shortlisted for your green time, and how not doing this can destroy your chances of ever finding a job.”

3) The big mystery behind the topic and why this knowledge is imperative to your results.

For example:

“Why most top grade CV’s get ignored by HR managers and why knowing this will drastically improve your chances of being selected.”

Again, you can take the principle and tweak the structure:

“How do HR managers shortlist winning CV’s? Why not knowing this could mean yours being ignored, no matter how great your credentials are.”

The way you put these bullets together gets people to sit up, pay attention, open up their wallets and beg you to take their money. The dream, right?

4) How to read the signs about a certain topic and how this knowledge can make or break your efforts.

For example:

“The three trick phrases most interviewers use to weed out unsuitable candidates and how you can trick them into choosing you.”


“The signs to look for in the first five minutes of an interview that will tell you how to win over any interviewer.”

People love insider knowledge. People love to know that they’re reading the other person. People love to feel like they have some strange telepathic power. When you tell them that there are certain signs that they can use, oh my God, you have them.

5) The one thing holding you back and how others are using this very thing to get the results that you crave.

For example:

“The one thing that’s keeping you stuck in your miserable job while millions use this exact tactic to land dream jobs every single day.”


“The one sentence in your CV that’s making people ignore it, while others with less experience and credentials get selected over and over again.”

To recap, by using these formulas you can write unbelievable bullet points on your sales page and beyond. The kind of bullet points that make your buyers stop scrolling and start drooling, whether they want to or not.

If you want to learn more about how you can use the power of persuasion psychology to fascinate your leads and turn them into paying clients and raving fan, go download your free copy of “30 Days of Persuasion: Hook Hearts With Words Alone, Fascinate More People and Sell a Zillion More”. Get it here: 30 Days of Persuasion free download