Does anyone have any good Web copy bullets like Carlton teaches? He is big on staggering bullets to have one be an intriguing tease, but then the next actually "giving" some good info, then another tease, then another with solid info -- rather than the bullet style of most copywriters where everything is just a tease.

Just wondering if anyone has written effective copy like this for the Web (or knows where some good examples are) that I can take a look at it.

* I am guilty of writing almost all of my bullets in a 'tease' format.

-John Reese

John,

Gary Halbert calls these "hard bullets" and "soft bullets." I'm not sure if this is what you're looking for (in Carlton's course, he offers a swipe file that offers quite a few examples), but here's one I did.

With the copy I wrote for Terry Dean (since taken over by Kirt Christensen and Frank Kern, I believe) at PaidMembershipSites.com, I list, under the subhead "The Reasons WHY You Should Do This NOW..."

... One "hard" bullet says...

"Find out how to break down barriers of common beliefs as we explain why people will pay for information on the Internet! The trick is to present that information in the PROPER format, if you ever want to make the money off their desires!"

Then, the next one is a teaser...

"Learn about the one secret reason people come to your site, and only those who know it can capitalize on it! (HINT: it's by distinguishing yourself from your competitors, and the sense of community! We'll show you how!)"

Then, another "hard bullet," which says more...

"Learn the insider secrets of what membership sites are doing — one secret, explained in greater detail, is that they scour the Internet and take all the general information they find, then boil it down to a specific topic that people are rabidly interested in and are willing to pay large amounts of money to learn... People are willing to pay a premium for convenience!"

Is this what you mean?

The more content-driven bullets are not really solid (in the sense I assume you meant, here). They are teasers, too. But they do offer a little more than a "tickler."

Or do you actually mean a bullet that provides actual content?

For me, I usually cluster bullets together... A set of "teasers" and then a set of "hard bullets" with valuable info. If you go to the site I mentioned, you'll see what I mean. It's also the way I did it for Kirt in his BuyingWebBusinesses.com site, where I actually put hardcore content in bullets and sometimes in Johnson boxes. Like "timeouts," "sidenotes," "factoids," etc.

"Hard bullets" can also blend well with a table of contents, or a set of bullets that list good, valuable info but followed by a tease, and then a page number or a chapter title where the info is located.

I do this all the time (you've seen it with Fibonacci Secrets). Cartlton's biggest seller, the letter he wrote for Rodale for "Sex: A Man's Guide," does that. The website doesn't offer Carlton's letter, but if you visit it you'll see that they follow Carlton's lead... They have links (the links are teasers), and then, when you click them, a short paragraph is excerpted from the book, giving solid info followed by a page number.

Here's an example:
http://www.sexamansguide.com/uof/sex.../mteaser1.html

Michel, YES, that's exactly what I meant -- the hard bullets then the softer ones. Thanks for the examples.

-John

Michel,

Who is "Carlton"? Full name? Web site?

Thanks,
Marcia Yudkin

John Carlton, a famous DR copywriter, a former protege of Gary Halbert.

http://MarketingRebelRant.com/

He will be speaking at the System Seminar in Frisco next month.

http://snurl.com/thesystem