06/19/25 | The Rehm Copy Newsletter

I just read this 5-page sales letter eight times:

And there’s one CRUCIAL element that the writer of this sales letter used to promote the product…

And it led to this becoming a long-standing control in the golf niche.

(In case you don’t know, that means it ran for a long time and made a ton of cash.)

This single element has an unreal ability to:

• Clearly present information using “bite-sized” chunks so that readers fully understand what’s being sold
• Grab people’s attention based on what THEY want to see and read about to sell them on what matters to them
• And…you can use it in a sales letter as many times as you want, and it doesn’t lose its effectiveness

What is this magical element?

Well, I just used it on you a few seconds ago.

I’m talking about bullet points.

Bullet points (also commonly referred to as fascinations in direct response) are bite-sized statements that can be used to build curiosity, promote a product/service, and trigger a response.

And while reading this golf sales letter in full eight times over, I came up with a 3-part framework to ensure your bullet points/fascinations do their job.

It’s called the MCR framework.

M for mechanism.

C for curiosity.

R for result.

To explain these three points, I want you to read these four bullet points from the same sales letter I talked about earlier:

If you analyze each of these bullets, you’ll see that they have all three of those things — mechanism, curiosity, and a result.

And the crazy part about bullet points is that they aren’t just for written sales letters.

They can be implemented in video format as well.

All the greats of DR talk about how bullet points are a fundamental skill to develop…

And it makes sense — you’ve probably bought something because of a great bullet point without even realizing it.

Adam