Turns out feeding animals and writing bullets follow the same recipe.
I spend a lot of time making food for my animals.
I chop carrots into bite-sized pieces for the horses. Not because they can’t eat a whole carrot. But because they are absolute whores for carrots and I’m trying to make them last.
Every few days, I fill “chicken bags” with lettuce, grapes, spinach, and corn for my feathered friends. And yes, they live in the fridge right next to the human food.
Once a week, I make a crockpot casserole for our dogs because, frankly, I don’t trust the dog-food companies anymore.
Honestly, I’m more dedicated to preparing their meals than the human ones.
That changed a bit after Scott’s shoulder surgery. Suddenly, time mattered more than my inner Martha Stewart. So now I head to the store with recipes in mind instead of winging it.
All of this chop chop time got me thinking about bullets.
See, writing good bullets is a lot like feeding animals (and humans).
Sure, you dump it all in the trough. But it’s not random slop. You measure, mix, and make it tempting enough they’ll lick the bucket clean.
The horses are like your curiosity bullets.
You dangle those treats just out of reach, and they’ll chase you along the fence to see if you’ve got more where that came from.
The chickens represent your benefit bullets.
They peck through the fluff looking for something fresh, juicy, and nourishing. Every nibble has to deliver.
And the dogs…they’re your proof bullets.
They want the meat. Give ‘em real results and substance. None of that filler kibble crap.
The problem is, most copywriters dump everything in at once. They serve up a casserole of facts, features, and buzzwords.
Then they wonder why their readers wander off before the good stuff.
But great bullets are bite-sized.
They don’t fill you up…they make you want more.
When I’m chopping carrots or scooping dog food, I think about how each bite has a job to do.
Same with bullets. Each one has to earn its place on the page.
Here’s what the best bullets do:
- Spark curiosity (“What’s she talking about here?”)
- Promise value (“Oh, that’s something I need.”)
- Keep rhythm (“Short. Punchy. Tasty.”)
String enough of those together, and your reader’s hooked. They’ll keep nibbling their way down the page until there’s nothing left but the buy button.
So yeah, maybe I baby my animals a little. (Okay, a LOT)
But the way I see it, tending to the small things like the meals, the details, and the bullets is what keeps everything running smooth.
It’s the difference between dumping slop in a bucket and serving up something that makes them lick the bowl clean.
And that’s what you want from your readers too.
If you’re looking to get better at bullets, check out Bullets Reloaded.
