One of the most common mistakes with bullets is not including the right level of information. “Tell too much, and you give away the information free, and there is no need to order the product to find the answer,” says copywriter Parris Lampropolous. “For example, if your bullet says ‘how to erase pain by using an over-the-counter lotion called capsaicin,’ no curiosity is generated because you’ve already told the secret.”
