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I’m going to show you the original in a sec, but I just wrote this bullet. (the headline look above)
It’s something i think you should do too.
This bullet, to the untrained eye, looks like it sells nothing, has no credibility, and doesn’t even contain a single benefit…
But it has all of those. (and more)
For starters, the bullet is selling the magazine section I wrote it for.
It’s also got someone who chases bears down without a gun… which is credibility (yeah not your typical I made $10k last month, but different markets, different cred)
And finally, this whole bullet is a benefit.
Because… it’s hinting at an interesting read.
Now, most people writing this would skip the research and just go straight into the bullet.
Let’s see how that would turn out:
This magazine article is very fun to read and has been written by someone with a degree in magazine writing!
Wow. I didn’t think we could get that boring.
Can you see how this is completely useless without research?
Can you see why 99% of copywriters get fired in the first 2 weeks?
Maybe not. Maybe you’re one of them.
Are you?
Might have to find out below:
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John