Writing a sales page can be a real drag You start, stop, start and stop. But is it possible that you’re writing a sales page in an inefficient way? What if you started writing the landing page from the bottom up? What if that bottom up method got you to create a quicker and far superior sales page for your product or service? Find out a simple, tested method that works time after time using the bottom up technique of writing sales pages. ======== 26 Olympic medals 22 of those medals were gold. You know his name because almost anyone following the Olympics knows his name. As Michael Phelps stepped up to the starting blocks, the eyes of the world bounced between Phelps and his biggest rival in the race: South African Chad Guy Bertrand Le Clos. Their short and intense rivalry had fired the imagination of the press. No one was particularly fixated on Singaporean, Joseph Isaac Schooling Schooling it seems was the underdog. No pushover in the pool, Schooling had won the bronze at the 2015 World Championships. He’d been clocking up wins in the Asian, Commonwealth and South East Asian competitions. But at the finals 100 metre butterfly event, he seemed slightly outgunned. When you’re dealing with copywriting and a sales page, the spotlight always seems to veer between the headline and the opening paragraphs. Other elements of the sales page seem to have a much shorter, less important stature. Yet it’s these seemingly obscure elements that are the powerhouse of the page. If you’ve been frustrated with the process of writing a sales page, there’s a quick, more efficient way to the finish line. And it starts not from the top down, but instead from the bottom up. And this is why we’ll look at three factors in this article. Factor 1: The bullets Factor 2: The features and benefits Factor 3: The target profile (even when you don’t have one).   Factor 1: The Bullets Last week I bought a new car. Not just another car, but a kind of car I’d waited for since I was 12 years old. An electric car. An electric car that was tiny, responsive and had a rich pedigree of car engineering. I bought myself a BMW i3 and plugged into the socket to charge—yes, just like a toaster. I’m no car fanatic I don’t revel in terms like torque. But a week later if you asked me to describe the car, I’d go into a slight rhapsody. I’d do what most of us would do when asked about a product or service. I’d spit out the bullets. It’s the greenest car on the market It’s the most efficient electric car you could buy at this point in time. It’s not a monstrous hulk. It’s sub-compact. Did I tell you that you can park it by using gestures? Imagine doing that in a car park. You could do the same for any product or service You could describe your house using bullets. Your computer? Your home town? The cafe you visit? All of them could be described with a series of bullets. And seasoned copywriters tend to avoid the headline and opening paragraphs of a sales page They start with bullets instead. They sit down and write 10, 20, 30, even 60 bullets for a single product or service. And that’s what you should do too. When you write bullets, you get into a brainstorming trance of sorts. Try it. Try it right now. Sit down and make a list of a service like a cafe. The way to go about it is to break up the service into sections. So if you’re writing bullet points about a cafe, for instance, you’d have main topics. e.g. the food, the drink, the ambience, location etc. It’s pretty much what you’d expect to see on an AirBNB listing online. Those points, they’re bullets. When you tackle a product, a similar method applies Several years ago I wrote a series of books that I was very proud of called ‘Black Belt Presentations’. I realised that people get on webinars all the time and do a terrible job. They also have to make presentations either in person or via audio. And they tend to be so verbose and unfocused. So this series of books were about three main topics (yes, it’s always a good idea to