When crafting a lead capture page, another important component would be your bullet points.  The bullets are designed to further drive home what has been brought out in the headline and the body copy of the page.

They need to be focused on major benefits and not features.  What’s the difference?

Benefits VS. Features

Let’s say for example you are selling herbal colon cleansing herbs.  The features would be the type of capsules (vegetarian vs. plastic) used, how high-quality the herbs are, how they were carefully hand-picked from the deepest areas of the tropics, etc. etc.  That’s all well and fine but what your potential customers would want to know is, “How are they going to benefit me?“  “What are they going to do for me?” “How are they going to help me?”

And when you can answer those questions, then you would be touching on the benefits.

Now, IF your page is a sales letter, then give it to them straight up what the benefits are in full detail however…if this is a capture page we’re talking about (and we are talking about lead capture pages) then you do NOT want to give ALL the juicy details.  You want your bullets to be what we call “blind”.  What does that mean?

Here is an example of a bullet point that is NOT “blind”:

When you sign up for my free report on how to eliminate headaches
without harmful medicinal products you’ll learn:

  • How taking colon-cleansing herbs are better because they get to the root cause of most headache-related symptoms which is, an unclean, improperly-functioning bowel

Now here is an example of a bullet point that IS “blind”:

When you sign up for my free report on how to eliminate headaches
without harmful medicinal products you’ll learn:

  • What all- natural product you can use to get to the root cause of most headache-related symptoms

Can you see the difference ?

The non-blind bullet point gave away too much information.  If all of the bullets did that, then the person would see no reason to enter their name and email address.  But if you made them all “blind” and gave a “teaser” as to what the full benefits of signing up for the free report would be, then they would see that they would HAVE to sign up in order to find out more.

To YOUR Success,

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