For something so small, bullets sure attract a lot of bad advice.
I’ve seen it all…
- Just make a list of features and benefits
- Only use 3 bullets
- Bullets are for people who don’t know how to tell stories
And if you’ve ever been told some of that hooey, I’m here to set some things straight.
Let’s bust some of these myths wide open.
Bullet Myth #1: Bullets are just list items
Wrong. Bullets are micro-messages with a mission.
They’re not grocery lists. They’re persuasion devices.
Each one is a mini-conversion opportunity. And the good ones hit emotional triggers, bust objections, and tease transformation, all in a few well-chosen words.
If your bullets don’t sell, you’re writing decorations.
Bullet Myth #2: Three is the magic number
Not always.
Sure, threes feel clean. But clean doesn’t always convert.
Sometimes you need 5, 7, or 21 bullets to get the job done.
The right number is…
However many bullets it takes to stir desire and tip the scales.
Bullet Myth #3: You can just list features and benefits
You could…but they won’t bite.
Great bullets go beyond the obvious.
They create curiosity. They evoke emotions. They slip in stories.
If your bullet reads like “Includes 3 PDFs and 2 bonus videos,” it belongs in the product specs, not the pitch.
And that’s a legit place for those types of bullets. I call them Scorecard Bullets. Where you place your bullets makes all the difference.
Bullet Myth #4: If you already have a strong headline, you don’t need bullets
That’s like saying, “If your horse is fast, you don’t need a saddle.”
Your headline grabs. Your bullets build.
They support the claim, fill in the gaps, add proof, and deepen desire.
They’re not optional. They’re structural.
Fun Fact: Your best bullet might just become your actual headline!
Bullet Myth #5: Bullets are only for product launches
Tell that to the copywriters who use bullets in:
- Emails
- Sales letters
- VSLs
- Webinars
- Podcasts
- Lead magnets
- Even Instagram captions
Bullets belong wherever attention is short and the stakes are high.
(So basically…everywhere.)
Bullet Myth #6: Bullets are easy. Just write a bunch and pick a few
I can get behind writing a bunch. But there’s a difference between a list and a line that lands.
Legendary copywriters (Halbert, Lampropolis, Martin, Bencivenga, and Carlton) wrote hundreds of bullets for every project. Then they refined. And then refined some more.
The good ones always look easy.
Because someone bled over them first.
Bullet Myth #7: There’s only one kind of bullet
Ooooh…bless their hearts.
There are at least 12 distinct bullet types I’ve identified in my taxonomy.
Each one serves a different purpose…from teasing to testing to pushing away the wrong buyers.
If you’re writing all your bullets the same way, you’re missing opportunities to hit more triggers…and convert more readers.
So yeah, let’s stop treating bullets like lazy copy fillers.
They’re more like ninja throwing stars.
Precise. Sharp. Efficient.
And when they’re written well, they’re deadly persuasive.
Keep it rodeo,
Lorrie “Lo” Morgan
P.S. Want free access to my bullet taxonomy with the 12 different types of bullets? It’s right here for you on my site:
->Exactly Where To Place Your Bullets For Maximum Conversion
Inside the free download and training video, I walk you through:
- How to spot the “dead zones” in your copy where bullets can bring things back to life
- A simple trick to turn your FAQ section into a secret persuasion weapon
- How to combine different styles of bullets based on where they show up in the message
- A peek at my personal 12-bullet taxonomy (without dumping it all on your plate at once)
- The #1 place most writers stick bullets…that actually lowers conversion rates
- Real examples showing how I remix bullets on the fly to amp up emotional impact
This isn’t about theory. It’s about placement with purpose.
Let me know what you think!
