I can still remember the feeling the first time I visited a web page and felt myself get hooked and sucked in to what I was reading.
It was like a spell had been cast on me, compelling me to read more and more, taking me deeper and deeper into the page.
I’m not a famous or natural copywriter but I’ve been studying and implementing the art and skills of sales copywriting for over 20 years trying to get better. Like all business skills, it’s a process of continual refinement and improvement.
When I started on my copywriting journey I discovered that virtually all good copy follows a formula.
First I discovered the AIDA Formula. Attention, Interest, Desire and Action
Then I heard about the PAS Formula. Problem, Agitation and Solution.
Over the years I’ve discovered many more. PASD, FAB, The 4P’s, Before-After-Bridge Formula, Problem-Promise-Proof-Proposal Formula (PPPP), The 5Ws and H Formula and The PASTOR Formula. I even found a formula called The 60-Second Sales Hook.
That said, the formula I like best and use most (probably because it uses elements of some of the most common above – and is SO effective) was written by UK based writer and marketer, Tony Shepherd.
It wasn’t so much his formula that hooked me but more his explanation of how and why his sales page formula worked so effectively. Maybe that’s why (with his permission) I used it to semi-automate my sales letter copywriting and wrote the guide, ‘The Ultimate AI Sales Copywriting Formula‘ which helps you Master AI-Enhanced Copywriting AND Craft Irresistible Sales Letters… in Less than an Hour – Even if You’ve Never Tried Writing And Never Used ChatGPT (You get his original guide as a bonus 😉 )
Writing great sales copy is more than a formula
It was only when I started studying how the great copywriters wrote that I discovered that a ‘formula’ is just the starting point, a framework. What is more important are the psychological ‘triggers’ and the visual appeal of what we read.
Have you noticed how good sales copy uses bullet points?
Have you noticed that the best sales copy you’ve read had ‘bullet points on steroids‘ or attention-grabbing one-liners that ‘made’ you very curious? They are called ‘fascinations‘.
What are the differences between a bullet and a fascination?
Bullets and fascinations are both elements commonly used in copywriting and content creation, but they serve different purposes and have distinct characteristics.
Here are the key differences between a bullet and a fascination:
- Structural Elements: Bullet points are typically used to present information in a concise and structured manner. They often get used to break down complex information into easily digestible, bullet-pointed lists.
- Clarity and Organization: Bullets are used to organize content and highlight key points or benefits. They make it easier for readers to scan and understand the content quickly.
- Content Presentation: Bullets are commonly used for listing features, benefits, steps, or details. They are straightforward and provide a clear, logical presentation of information.
- Examples: In sales copy, bullet points may include statements like “Save time and money,” “Increase productivity,” or “24/7 customer support.”
- Engagement and Intrigue: Fascinations are attention-grabbing statements or hooks used to engage and intrigue readers. They are designed to create curiosity and make readers want to continue reading or exploring the content.
- Emotional Appeal: Fascinations often tap into the reader’s emotions, desires, or fears. They aim to evoke a specific emotional response, such as excitement, curiosity, or a sense of urgency.
- Marketing and Sales: Fascinations are commonly used in marketing, advertising, and sales copywriting. They are intended to capture the reader’s interest and encourage them to take a specific action, such as making a purchase or signing up for a newsletter.
- Examples: Fascinations can be provocative headlines, opening sentences, or bullet points that entice readers. For instance, “Unlock the secret to financial freedom,” “Discover the hidden benefits of our product,” or “Learn the shocking truth about weight loss.”
Bullet points primarily serve an organizational and informational role by presenting content in a structured format. In contrast, fascinations are designed to create emotional engagement and intrigue, making them particularly effective in marketing, sales copy, email marketing, and advertising.
How do you turn a bullet into a fascination?
Turning a bullet point into a fascination involves transforming a straightforward, informational statement into an attention-grabbing, curiosity-inducing statement that engages the reader’s emotions and compels them to continue reading. Here’s how you can turn a bullet point into a fascination:
Step 1: Identify the Key Benefit or Point
- Start with the existing bullet point and identify the most compelling benefit, concept, or point it conveys. This will serve as the foundation for your fascination.
Step 2: Add an Element of Intrigue or Curiosity
- Consider what makes the benefit or point intriguing, interesting, or surprising. Think about how you can present it in a way that piques the reader’s curiosity. This might involve highlighting a hidden aspect, posing a question, or using emotional language.
Step 3: Create a Provocative Statement
- Craft a short, provocative statement that conveys the essence of the benefit or point while also engaging the reader’s emotions. Use powerful words and phrases that evoke curiosity, excitement, or a sense of wonder.
Step 4: Maintain Clarity and Relevance
- While adding intrigue and emotion, ensure that the fascination remains clear and relevant to the content or product you are promoting. The fascination should connect to the overall message or theme.
Step 5: Test and Refine
- Test the fascination with your target audience or peers to gauge its effectiveness. Be open to refining and iterating on the fascination to make it as compelling as possible.
Original Bullet Point: “Our product is eco-friendly and energy-efficient.“
Fascination: “Discover the eco-revolution: Our product saves the planet and your wallet!“
In this example, the original bullet point is informative but lacks emotional engagement. By turning it into a fascination, we’ve added elements of intrigue (“eco-revolution”), emphasized the benefits (“saves the planet” and “your wallet”), and created a statement that arouses curiosity and interest.
Original Bullet Point: “Write effective sales copy much faster by using AI“
Fascination: “Imagine slashing the time it takes to create breakthrough sales letters from days to just hours.“
In this example like the first, the bullet point is informative but lacks emotion. By transforming it into a fascination, we’ve added intrigue (“Imagine slashing“), emphasized the benefits (“breakthrough sales letters” and “from days to just hours“), creating a copy that arouses curiosity and interest which could be used as a one-liner sub-head.
Remember that the goal of a fascination is to make the reader want to learn more, so it should be enticing and captivating.
You can find out more about using AI to write sales copy that gets results by reading this guide. Use what you’ve learned about turning bullet points into fascinations to take your copy to the next level. Click on the image 🙂