When it comes to writing and content marketing, there are some tools that are under-utilised. Bullet points are one such element. Bullet points have multiple uses and are mainly used for drawing attention to certain pieces of information, breaking up large chunks of content or for inspiring readers to take action.
Bullet points are great for making it easier to understand different messages, no matter how complex they are, as well as crafting compelling content that is guaranteed to incite support. Here are some tips on how to incorporate bullet points into your copy more effectively.
Brevity is key
It’s tempting to try and cram as much information into each bullet point as possible, but the more you can shorten them down, the better. This will ensure that the bullets are easy to follow, meaning that readers will be able to scan the information quickly while still getting all the information they need. Remember – it’s always about quality over quantity in content marketing.
If you’re struggling to keep your bullet points concise, switch out prepositional phrases for something shorter, as prepositional phrases can make text harder to follow.
Kick things off with a verb
Including the right kind of words is a great way of enticing readers and hooking them in, persuading them to keep reading what you have to say. Start each bullet point with a verb to reveal what’s really integral to your message.
Think about the following examples:
• “We can run successful campaigns for your brand”
• “Run successful campaigns to promote your brand”.
The latter is punchier and pulls the reader in, which is what you want each of your bullet points to do.
Opt for consistency
Most web users don’t read every single word on a page, so it’s important that you make it easy for them to find the information they’re looking for when they’re scanning a document or a web page.
Inconsistency within content increases the likelihood of a reader becoming disengaged. Consistency, however, helps combat this and makes the information more digestible; so remember to start each bullet point with the same tone and style of speech, making sure that the copy continues in the same grammatical format.
Right place, right time
One of the main benefits of bullet points is that they break up long stretches of content and provide a change of pace for the reader. But, that’s only the case if you use them in the right places and don’t overdo it. Using them too often can start to make your copy look like a shopping list rather than an engaging piece of content.
Try to use bulleted lists in moderation and ensure that when you’re using them, you’re including only the important information that you want to highlight.
Know who you’re talking to
When you’re writing copy, it’s important to keep your target reader in mind – this is key when it comes to bullet points.
When you’re thinking about the most crucial information that you need to include in your bullet lists to help it stand out, think about the information that your reader would want to know first and foremost. For example, any statistical information which may help users to convert would be great as a bullet point.
Put the benefits first
Solely listing a bundle of features might inform your reader, but it’s not going to make it clear to them why they need or would benefit from your services or products. In copywriting, it’s the benefits that are most likely to convert a reader into a buyer, so this is what you want to focus on when you’re writing bullet points.
By bullet pointing benefits, your reader will be able to visualise how their life would be improved by whatever it is you’re selling.
Make your copy emotive
When it comes to boosting conversion rates, people are often driven to buy based on their emotions. Logic is merely used to justify a purchase after it’s been made.
Studies suggest that we associate the same personality traits in brands as we do with people. With this information in mind, it stands to reason that marketers can benefit from finding ways to include emotive words and phrases in their content. Humans resonate with brands that they feel a connection to and can feel something from, so if you can incorporate emotive words into your bullet points, your readers are more likely to engage with what you have to say.
Bullet points are a wonderful addition to pretty much any form of any marketing copy. They are also a brilliant technique for drawing the eye to the most important information on the page and ensuring that when readers scan the text, they are able to pick out the key messages more easily and effectively.
Remember: Just including standard bulleted lists isn’t enough – make sure that when you’re writing copy, you opt for:
• active over passive phrases
• motive language
• concise content