Boost Your Bullets How you can use a basic boxing technique to...
Andrew Gould@AndrewWriteCopy
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Apr 14, 2025
~3 min read
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Boost Your Bullets
How you can use a basic boxing technique to write compelling bullet points.
(And it couldn't be simpler. Perfect for new copywriters looking to up their game.)
// THREAD //
How you can use a basic boxing technique to write compelling bullet points.
(And it couldn't be simpler. Perfect for new copywriters looking to up their game.)
// THREAD //
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In a previous thread I covered John Carlton's trademark headline writing technique.
And this is another of his trademark techniques.
If you've not seen that thread, or you're not familiar with John, you can check it out here:
x.com/AndrewWriteCop…
And this is another of his trademark techniques.
If you've not seen that thread, or you're not familiar with John, you can check it out here:
x.com/AndrewWriteCop…
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First, let's make sure we're on the same page.
A bullet point is a concise sentence or two focused on a specific benefit.
Here's one of John's from a self-defense offer:
A bullet point is a concise sentence or two focused on a specific benefit.
Here's one of John's from a self-defense offer:
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Have better intuition than the meanest "street rat" out there... so you can actually smell trouble before it happens...
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And a sales page might feature dozens of these.
Especially for info-products where they can do a lot of the heavy-lifting of the sale.
So it pays to get good at writing them.
Now back to the technique I'm sharing...
Especially for info-products where they can do a lot of the heavy-lifting of the sale.
So it pays to get good at writing them.
Now back to the technique I'm sharing...
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The most basic boxing combination is the 1-2.
A jab followed by a cross.
And we're going to use that for bullet writing.
A jab followed by a cross.
And we're going to use that for bullet writing.
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Your bullet point is the jab.
So to make it more effective...
You add a cross.
That is, you expand on it. You add more information.
To demonstrate here's the full version of John's bullet:
So to make it more effective...
You add a cross.
That is, you expand on it. You add more information.
To demonstrate here's the full version of John's bullet:
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Have better intuition than the meanest "street rat" out there... so you can actually smell trouble before it happens (just like a "geiger counter" picks up even a trace of atomic radiation)...
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He used parentheses to expand on the bullet and make it even more compelling.
And that's all you need to do to improve your bullets.
Expand on them with parentheses.
And that's all you need to do to improve your bullets.
Expand on them with parentheses.
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In the parentheses you can
- Explain the benefit more.
- Add another benefit.
- Add a proof or credibility element.
- Get more specific.
- State who it's for.
Or anything else you can think of that makes the bullet more compelling.
- Explain the benefit more.
- Add another benefit.
- Add a proof or credibility element.
- Get more specific.
- State who it's for.
Or anything else you can think of that makes the bullet more compelling.
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Six more examples from John to help make it clear:
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How to get that perfect "relaxed" set-up to start out right (it's easy)...
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How to defeat your opponent with a few economical moves... without getting touched yourself! (Only the most advanced fighters know how to move so they can strike and not get hit themselves... even the toughest hate to get "tapped".)
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An increase of 20% in your total power because you won't slow down your clubhead speed before impact anymore (like 99% of all amateurs do).
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The 3 simple secrets - the only secrets you need - of taking out bigger, meaner, and more skilled opponents... in the ring, in the street, on the battlefield. (Finally, real-world fighting reduced to its pure, most simple basic form of effectiveness!)
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How to "read" the dirt, mud, and ruts just like a hard-core pro! (Stop being rudely surprised on every turn.)
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How to immediately pump 400% more raw power into every blow you deliver! (Tom has taught 78-year old women to knock out grown men with a single strike - and they've done it, while being attacked in their homes at night!)
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To sum up:
- Write your bullet as normal
- Then expand on it with parentheses
You don't want to use this for every bullet or it could get overwhelming.
And if you want to see a modern day master use it, check out Ben Settle's copy.
- Write your bullet as normal
- Then expand on it with parentheses
You don't want to use this for every bullet or it could get overwhelming.
And if you want to see a modern day master use it, check out Ben Settle's copy.
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Follow me @AndrewWriteCopy for more quality tweets and threads on marketing and copywriting.
And if you enjoyed this thread and found it valuable, retweet it to help your fellow persuasion professionals:
x.com/AndrewWriteCop…
And if you enjoyed this thread and found it valuable, retweet it to help your fellow persuasion professionals:
x.com/AndrewWriteCop…