Let’s Do The Twist

I started
this issue with the words "Let's do the twist!" What I
meant by that is, when you

write bullets, you've got to take the facts about the product
you're trying to sell and present them in a way that "teases"
the reader into wanting the full scoop. Now listen, when I say
"twist" I don't mean distort! Your bullets
need to be 100% truthful but you need to
twist the way you write them so the reader gets a teasing
glimpse of a particular benefit for what you're selling which
makes him hungry for the rest of the story.

Writing
bullets is a real art and I don't have a magic wand that will teach you
how to do it. The only way you'll acquire this skill is
through a lot of practice. However, what
I can give you are examples of how
it's done... and... give you those examples in such a way I
bet it will be very illuminating for you. So then, here's
Gary's attempt to give you a few "aha!" experiences on the art
of writing bullets. The way I'm going to do this is to give you a
number of real life examples taken from an ad for a book.
First, I'll show you what it actually says in the book and then
I'll show you the "teaser bullet" written to correspond to
that section of the book.

What it
says in the book:

"Buyers always
ask how long a property has been on the market, and when they find
out the home has been on the market a long time they smell
blood. What's more, many buyers wonder what's wrong with the
property since it hasn't sold yet. They have second thoughts
about bidding on such a place, figuring if nobody else thinks
the property is worth what the seller is asking, why should
they? As a result, the seller can no longer get the kinds of
offers he would have gotten in the past... if your home has
been on the market for a long time, you may want to consider
taking it off the market for a little while. When you put it
back on, you can honestly answer it's been on the market a
short time..."

The Bullet:

How to sell your home faster by taking it off the market!

What it says in the book:

"The real estate brokers who come to view your home are in
essence competing against each other for the listing. And
those brokers who have been around for a while have learned
from experience that very few new sellers are prepared to hear
the truth about what their homes are worth.

"So rather than risk alienating you and losing the listing to a
competitor, most brokers will tell you what they think you
want to hear, rather than what your home is really worth.

"After a broker has secured the listing, he'll work hard on it
for months, gradually getting you to lower your price further
and further until finally the home is sold."