How To Write Fascinating Bullet Points That Sell
Bullet points are a staple in content creation and marketing.
You’ve seen them everywhere. In blog posts, sales letters, email newsletters, facebook ads, and the good old PowerPoint presentations.
Content marketers use them for a reason. That’s because they grab attention and boost sales.
But only if you write them well.
Bullet points should make your copy lively and interesting, not dull and boring.
So what separates the yawn-inducing bullet points from the fascinating ones?
More on that to follow. First…
Why are bullet points important?
Bullets are much more than just a list of features and benefits. When done right, they should arouse curiosity and increase the persuasiveness of your copy.
Let’s imagine a speaker selling a course on speaking. Here’s what you might learn in the course:
Boring! These bullet points fall flat. They fail to engage.
If we were to spice them up a bit, here’s how they’d read instead:
Do you see the difference? While the first example of bullet points were plain, the second one excels in piquing some interest.
So how do you make bullet points interesting?
The first thing to keep in mind when writing bullet points is how you’re going to arouse curiosity in your reader. Your bullet points should make them want to learn more about your product.
So list them all down. Then ask yourself, which of these would make my readers curious? Take note of them.
Here’s an example of bullet points from a course that taps into the reader’s curiosity:
The second thing to keep in mind is how you’re going to tease your readers. Your bullet points should give them a little taste of what to expect. This whets their appetite. It makes them excited to keep reading and find out more.
For example, if you’re selling an ebook, you might include some interesting chapters and insights in your bullet points and where to find them. Here’s an example of what I mean:
The basics of writing bullet points
- 1Keep them brief. Long complex bullet points defeat the whole purpose of keeping your copy readable
- 2Express a clear promise in each bullet point. Make a bold claim that your product will give your customers what they desire. You must be able to deliver on your promise, though.
- 3If possible, keep the bullet points symmetrical. It’s easier on the eyes, again, making your copy readable and scannable.
- 4Start your bullet points with verbs instead of nouns to keep your copy interesting.
Understanding the needs and desires of your customers is the first step in writing fascinating bullet points. From there, it becomes like walk in the park.
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