You are writing an ad to sell a book on the health benefits of
drinking water.

On the back cover the copy says:

“You can prevent or cure 40 common diseases without taking
prescription drugs by drinking ten 8-ounce glasses of water
daily. If you are dehydrated, you will feel better and your
symptoms will disappear within 5 to 7 days. In addition to
drinking ten glasses of water a day, all you need to do is eat
healthy foods and exercise to attain optimal health.”

How do you convert this rather dry description into compelling
bullets for your promotional copy?

Here are a few techniques:

1-Use a number.

Numerals in bullets get attention.

Example: “3 simple steps to achieving optimal health.”

The three steps are drinking water, eating healthy foods, and
exercising.

2-Add a time element.

Incorporating a time reference into the copy increases the sense
of immediacy and urgency.

Example: “Get rid of these 40 common illnesses - without
medication - in just 5 to 7 days.”

3-”The answer may surprise you.”

State a claim as a question followed by the words “the answer
may surprise you.”

Example: “Should you really drink ten glasses of water every
day? The answer may surprise you.”

4-Create a villain.

Position the opposition to your solution or point of view as the
enemy.

Example: “What big pharmaceutical companies don’t want you to
know about treating allergies, colds, and flu.”

5-Describe an everyday thing in a fresh way.

Here’s how we might hint in our copy that water is the substance
we’ll be telling them to ingest for health.

Example:  “A ‘miracle cure’ you already have in your home. Costs
less than a penny a gallon.”

6-Challenge the reader.

Test the reader’s knowledge.

Example: “40 common health conditions that can be alleviated by
drinking water. Can  you name them all?”

7-Tell the reader where to find the information.

For a book, cite the specific page number:

Example: “3 simple steps to achieving optimal health. Page 57.”

Sincerely,

Bob Bly

P.S. For more copywriting tips and techniques, click here now:

www.bestkeptcopywritingsecrets.com