![\"\"](\"https:\/\/richardwinser.com\/blog\/wp-content\/uploads\/2026\/09\/jfbullet95-300x161.jpg\")
<\/p>\nThe best bullet points aren’t “one and done,” they’re combination punches.<\/p>\n
Here is a Jason Fladlien bullet, selling a webinar mastery book:<\/p>\n
<\/p>\n
“Once you realize your audience forgets 95% of what they hear on a webinar<\/strong> -how you focus on the “5%” which creates an avalanche of sales… (nobody does this!)”<\/p>\n This bullet works because it combines a startling fact, a hidden mechanism, a highly desirable payoff, and an information gap in just a few lines.<\/p>\n There is a lot to unpack here. It starts with a surprising, highly specific problem.<\/p>\n \u201cYour audience forgets 95%…\u201d<\/p>\n That number gives the bullet concreteness. It doesn\u2019t say, \u201cPeople forget most webinars.\u201d It gives you 95%.<\/p>\n More importantly, the statistic immediately creates curiosity:<\/p>\n \u201cIf they forget 95%… what on earth should I be saying?\u201d<\/p>\n Now the reader has a problem they may not have realized they had.<\/p>\n It turns the negative fact into a positive opportunity.<\/p>\n The bullet could have stopped at:<\/p>\n \u201cYour audience forgets 95% of what they hear.\u201d<\/p>\n That would merely be interesting.<\/p>\n Instead it pivots:<\/p>\n \u201c…how you focus on the 5%…\u201d<\/p>\n That is the real selling move.<\/p>\n The 95% creates the problem.<\/p>\n The 5% suggests the mechanism.<\/p>\n So psychologically, the bullet moves:<\/p>\n Problem, hidden distinction, solution.<\/p>\n That is much stronger than simply promising \u201cbetter webinar conversions.\u201d<\/p>\n The \u201c5%\u201d becomes a curiosity mechanism.<\/p>\n This is probably the strongest part.<\/p>\n The prospect now wants to know:<\/p>\n \u201cWhat is the 5%?\u201d The bullet deliberately withholds the answer.<\/p>\n Rather than just giving away the information the prospect will discover, Jason teases it.<\/p>\n You are selling the discovery.<\/em><\/p>\n It connects the mechanism directly to the desired result.<\/p>\n Notice it does not say:<\/p>\n \u201c…the 5% people remember.\u201d<\/p>\n It says:<\/p>\n \u201c…the 5% which creates an avalanche of sales.\u201d<\/p>\n Why? Because the prospect doesn’t just want better retention.<\/p>\n They want sales.<\/strong><\/span><\/p>\n So the bullet transforms an intellectual insight into a commercial benefit.<\/p>\n The chain: memory, to persuasion, to sales.<\/p>\n Clayton Makepeace repeatedly stressed connecting tangible benefits to the prospect’s deeper desires and dominant emotions rather than stopping at surface-level features.<\/p>\n \u201cAvalanche of sales\u201d dimensionalizes the payoff.<\/p>\n \u201cAvalanche\u201d is much stronger than:<\/p>\n \u201cmore sales.\u201d<\/p>\n It creates movement, excitement, scale and imagery.<\/p>\n You can almost picture orders cascading in. This is the power of metaphor.<\/p>\n \u201cNobody does this!\u201d adds novelty and exclusivity.<\/p>\n This little parenthetical does quite a bit of work.<\/p>\n It implies:<\/p>\n \u201cYou haven’t heard this before.\u201d That raises curiosity again because the reader starts thinking:<\/p>\n \u201cIf nobody is doing this, what does this person know that everybody else doesn’t?\u201d<\/p>\n It converts a technique into something resembling proprietary knowledge. That makes the information feel more valuable.<\/p>\n The bullet creates two curiosity loops, not one.<\/p>\n This is subtle.<\/p>\n Loop #1:<\/strong><\/p>\n \u201cWhy do they forget 95%?\u201d<\/p>\n Loop #2:<\/strong><\/p>\n \u201cWhat exactly is the profitable 5%?\u201d<\/p>\n Then \u201cnobody does this!\u201d creates an implied third:<\/p>\n \u201cWhy hasn’t anyone else figured this out?\u201d<\/p>\n So the reader has multiple unanswered questions pulling them forward that only buying product will answer.<\/p>\n There is one important weakness: the 95% figure carries a proof burden. Because it is so specific, readers can wonder where it came from. If the underlying material can’t substantiate the statistic, the specificity that makes the bullet powerful can also hurt credibility.<\/p>\n The deeper structure worth swiping is:<\/p>\n For example:<\/p>\n \u201cOnce you discover why 93% of prospects mentally check out before your pitch \u2014 how to engineer the handful of moments that make buying feel inevitable… (almost every webinar gets these backwards!)\u201d<\/p>\n That is the architecture making your original bullet work, not merely the wording.<\/p>\n RW The best bullet points aren’t “one and done,” they’re combination punches. Here is a Jason Fladlien bullet, selling a webinar mastery book: “Once you realize your audience forgets 95% of what they hear on a webinar -how you focus on the “5%” which creates an avalanche of sales… (nobody does this!)” This bullet works because […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[8,4,11],"tags":[],"class_list":["post-527","post","type-post","status-publish","format-standard","hentry","category-buying-psychology","category-copywriting","category-metaphors"],"jetpack_sharing_enabled":true,"jetpack_featured_media_url":"","_links":{"self":[{"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/posts\/527","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/comments?post=527"}],"version-history":[{"count":3,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/posts\/527\/revisions"}],"predecessor-version":[{"id":531,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/posts\/527\/revisions\/531"}],"wp:attachment":[{"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/media?parent=527"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/categories?post=527"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/tags?post=527"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
\n\u201cWhich parts of my webinar belong in it?\u201d
\n\u201cAm I currently concentrating on the wrong 95%?\u201d
\n\u201cHow do I identify the 5%?\u201d<\/p>\n
\n\u201cYour competitors don’t know it.\u201d
\n\u201cThis isn’t ordinary webinar advice.\u201d<\/p>\nPsychological Loops<\/h2>\n
The Not So Good…<\/h2>\n
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