The inventor of the million-dollar bullet points
"He was the slowest copywriter in the world!"
This is what Marty Edelston said about the mysterious copywriter who wrote his bullet points.
Edelston, the founder of Boardroom Inc., declined to reveal the name of his copywriter.
That's why at the award ceremonies that his copywriting deserved, the greeting was always: "To the mysterious copywriter who works for Marty Edelston."
But today, after his death, his name is known:
Mel Martin.
You've never heard of him, right?
For example, Mel Martin wrote this advertising copy for "Bottom Line Personal":
Bulletpoints by Mel Martin
You see:
This technique was later called "Fascinations".
Why?
Because Mel Martin filtered out estonia telegram screening and presented the "fascinating" facts about the product.
0% boredom.
100% curiosity, greed and fear.
Mel Martin later worked for Boardroom Inc. and turned Boardroom into a $100 million giant.
Ask:
How did Mel Martin write his "Fascinations"?
He never revealed his secrets.
But I have analyzed hundreds of bullet points for you and filtered out 17 ways how you can write bullet points that sell better than a Coke stand in the desert.