Today, we’re going to test your copywriting skills. To be more precise, your bullet writing skills. A term for this kind of test is Copy Riddles.
Copy Riddles was a paid course created by marketer and copywriter John Bejakovic. It was not just a typical course, where you get a couple of videos and maybe some PDFs. Actually, it was like solving a riddle.
Many old ads are just packed with bullet points. The key to learning how to write bullets is to understand how the copywriter turned a often boring part of the product into an exciting bullet. To actually experience this process Bejakovic looked at old sales letters and found the content the bullets teased.
That’s where the Copy Riddles start: you first get the content of the book without knowing the bullet point. Now you write a bullet point YOURSELF. After that, you can read the original bullet point. You can compare which angle you took compared to an A-List Copywriter. That way, you see the psychology that made the bullet point work.
Unfortunately, Copy Riddles is closed. You can not buy it anymore. That’s why I decided to do a little Copy Riddle myself, using a bullet point from an ad by Mel Martin. Without going into detail, Mel Martin ” changed copywriting forever in profound ways”, according to Brian Kurtz. The ad I used today is for “The Chef’s Secret Cook Book”. You can read it here (after completing the Copy Riddle). Enough talking let’s get right into it.
Write a bullet point from this short part on page 10 of the book.
“CHEF’S SECRET: (…) and the best method of cooking eggs seems to be the old-fashioned one. Room temperature eggs should go into a stainless steel or enamel pot (not aluminium)”
Your task is now to write a bullet point. Please do that, before you go to page 2. On page 2, I will reveal to you, what Mel Martin wrote in the original ad.