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Biting that bullet

Tuesday, December 5, 2017
northampton copywriter

What’s so great about bullet points?

✓ They’re wonderful
✓ They look cool
✓ Go on - admit it - you love ‘em
✓ Use them wisely and well … and your readers will love you too

The two main aims of a bullet point are to

(i)  make your words easier to read
(ii) allow you to highlight important points

Be honest – Who really wants to read your web copy or blog copy in full?
Every carefully crafted sentence?
Every lovingly indulged turn of phrase?
OK, I know you do, but are you 100% sure that the same goes for all your readers?

Dream on.

Here’s another question -

Who will love you if you make skimming easy?


Take a look at these two versions of the same article – no, don't try and read them, just glance at them -









The content is nearly identical but, faced with both, which would you choose to read?

Now - I'm going to ask you the above question a second time -

Who will love you if you make skimming easy?

The answer?  A certain Mr. Google - that's who!
As he gets increasingly sophisticated, there's increasing evidence that Mr. Google
smiles favourably on pages comprising bulleted lists.

How to format your Bulleted List

  • Be consistent
  • Use the same style bullet point
  • For each bullet point, leave the same space between the bullet and your text
  • Try and start each point with the same word ‘type’ e.g. verb, adjective
  • Don’t use full-stops at the end of each point
  • Try using a mini-version of your logo, as in the right-hand image above - it can be effective
  • Occasionally, but not always, sub-bullet-points can work
      ✩ like this
      > or this
    But ...
  • Be careful! Sub-bullet points can be dangerous
    – they can confuse
         ✚ readers
               – get lost
               – lose track
  • They can look untidy

Just a quick note – think carefully about your choice of bullet point.  They can add so much to the message you’re trying to convey.
For example, if you’re presenting a list of benefits, you can’t beat the bright, friendly ✓.

So - there we have it.  Your lightning-quick course on the beauty of the bullet.
How about you?
What's your favourite bullet-point style?

Till the next time.

And tomorrow’s Advent Calendar copywriting tip?
SEO - what's the big deal?.
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