James Brausch recommends testing each paragraph of your copy vs. a blank variable. This will help to see which paragraphs help to make the sale and which hurt. This can be difficult with traditional sales letters, but it’s very easy to do with bullets.
I’m testing bullets right now on one campaign. For the test I pit a blank against several bulleted benefit for each bullet. This might be an example…
Variable 1…
[blank]
Variable 2…
- Build a solid, profitable web business on just 3 hours a day.
Variable 3…
- Generate a full time income working part time.
Out of 30 bullets, the blank is in first place a little more than 1/3 of the time. And when it’s not in first place, it’s usually making a strong showing. This wouldn’t surprise James Brausch one bit, who generally believes shorter sales copy is best.
Because bullets cover so many different appeals of your product, the data can be very helpful in determining which appeals convince the reader to buy most… and which “appeals” are actually HURTING the sale.