{"id":6067,"date":"2018-08-31T12:01:00","date_gmt":"2018-08-31T11:01:00","guid":{"rendered":"https:\/\/www.visualagency.com\/?p=6067"},"modified":"2018-08-23T16:49:49","modified_gmt":"2018-08-23T15:49:49","slug":"bullet-points","status":"publish","type":"post","link":"https:\/\/visualagency.com\/?p=6067","title":{"rendered":"Bullet Points: How You Can (Legally) Use Bullets to Improve Sales"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"6067\" class=\"elementor elementor-6067 elementor-bc-flex-widget\" data-elementor-settings=\"[]\">\n\t\t\t\t\t\t<div class=\"elementor-inner\">\n\t\t\t\t\t\t\t<div class=\"elementor-section-wrap\">\n\t\t\t\t\t\t\t<section class=\"has_eae_slider has_ae_slider elementor-section elementor-top-section elementor-element elementor-element-3855f490 elementor-section-boxed elementor-section-height-default elementor-section-height-default ae-bg-gallery-type-default\" data-id=\"3855f490\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t\t\t<div class=\"elementor-row\">\n\t\t\t\t\t<div class=\"has_eae_slider has_ae_slider elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-746755a ae-bg-gallery-type-default\" data-id=\"746755a\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5d9e2af elementor-widget elementor-widget-text-editor\" data-id=\"5d9e2af\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-text-editor elementor-clearfix\">\n\t\t\t\t<p>Have you ever sat in front of a blinking cursor for 20 mins trying to come up with a great way to describe your product or service?<\/p><p>You know it\u2019s good and you know that people need it, but how do you tell them in a way helps them to understand its value?<\/p><p>After spending hours writing your copy, you test it and soon realise that it isn\u2019t getting the results that you had hoped for.<\/p><p>Frustration leads to hopelessness and then, as your determination kicks in, to desperation.<\/p><p>\u201cWhat do I have to do to get these people to realise that this is for their own good? Hold a gun to their heads?!\u201d<\/p><p>No Sir! You need a copywriter\u2019s help.<\/p><p>In this article I will show you how you can use bullet points in your writing to make more sales.<\/p><p>It can be just as effective as doing what the desperate psycho in your head was telling you to do. And you won\u2019t even have to go to jail afterward.<\/p><p>Don\u2019t worry, your secret is safe with me\u2026 What psychopathic thoughts?<\/p><p>See? \ud83d\ude0a<\/p><p>Let\u2019s get stuck in.<\/p><p>\u00a0<\/p><h2 style=\"font-family: Nunito, sans-serif; font-style: normal;\">How A Good Copywriter Uses Bullets to Keep People\u2019s Attention<\/h2><p>\u00a0<\/p><p>Again, it\u2019s not what you think! Remember, the pen is mightier than the, er\u2026 Gun?<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-acc7271 elementor-widget elementor-widget-html\" data-id=\"acc7271\" data-element_type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<div style=\"width:50%;height:50%;padding-bottom:50%;position:relative;\"><iframe loading=\"lazy\" src=\"https:\/\/giphy.com\/embed\/9umH7yTO8gLYY\" width=\"100%\" height=\"100%\" style=\"position:absolute\" frameBorder=\"0\" class=\"giphy-embed\" allowFullScreen><\/iframe><\/div><p><a href=\"https:\/\/giphy.com\/gifs\/9umH7yTO8gLYY\"><\/a><\/p> \t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2fc2ed60 elementor-widget elementor-widget-text-editor\" data-id=\"2fc2ed60\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-text-editor elementor-clearfix\">\n\t\t\t\t<p>It\u2019s impossible for any of us to take in all the content that we come across. These days, we can\u2019t even scan through all of it. There\u2019s just too much flying around.<\/p><p>Your target audience is in the same boat. The internet is one sea and\u2026 Ok enough with the analogies.<\/p><p>You need to be able to <em>grab<\/em> their attention with a <a href=\"https:\/\/www.visualagency.com\/3-online-persuasion-principles\/\">relevant and well-constructed headline<\/a> and then <em>keep<\/em> it using bullet points.<\/p><p>An experienced copywriter will use bullet points to keep his\/her readers moving through their copy.<\/p><p><strong>To make sure this happens the bullets need to be:<\/strong><\/p><ul><li><strong>Brief <\/strong><\/li><li><strong>Filled with promise<\/strong><\/li><\/ul><p>Brevity is the hallmark of good writing. Anything you write needs to be void of fluff.<\/p><p>If you can say something using fewer words, do it!<\/p><p>This is true for bullet points as well.<\/p><p>They\u2019re there to give scanners a snapshot of your content and a reason to read more. If they are too long, the effect is lost.<\/p><p>Let\u2019s look at a few more bullet point basics before we dive deeper.<\/p><h3>\u00a0<\/h3><h3>5 Bullet Point Basics to Keep your Audience Reading<\/h3><ol><li>Make the benefits clear and obvious. Like when writing <a href=\"https:\/\/www.visualagency.com\/3-online-persuasion-principles\/\">headlines<\/a>.<\/li><li>Keep the bullet points symmetrical. i.e. one line each or two lines each.<\/li><li>Avoid bullet points within bullets within sub-bullets. We want clarity, not confusion.<\/li><li>Start each bullet with the same part of speech (here, I\u2019ve used verbs).<\/li><li>Keep the sentences grammatically similar. It creates continuity.<\/li><\/ol><p>One final point about bullet points.<\/p><p>Never, ever use them to make promises that you can\u2019t keep.<\/p><p>Besides it being just plain wrong, the message you convey using bullet points is so clear and deliberate that people will find it impossible to give you any benefit of any doubt.<\/p><p>Their fury will be absolute, and your reputation will (rightly) be dragged through the mud.<\/p><p>Just don\u2019t! It\u2019s not worth the risk. Once it\u2019s out there, it\u2019s out there.<\/p><p>Ok, serious-and-slightly-condescending warning over, let\u2019s move onto the different ways that you can use bullet points to improve the readability of your copy.<\/p><h2>6 Types of Bullet Points &amp; How to Use Them<\/h2><p>Not all bullet points are used for the same reasons. Some appear on sales pages, others in blog articles and still others in emails.<\/p><p>These three marketing channels are used for very different reasons because they represent different stages in a marketing funnel.<\/p><p>So, you can\u2019t use bullet points in the same way for all three.<\/p><p>Here are 6 types of bullet points, where you should use them and what they do (Courtesy of <a href=\"https:\/\/www.copyblogger.com\/bullet-points-for-bloggers\/\">Brian Clarke, CopyBlogger<\/a>):<\/p><ol><li><strong>External Fascinations<\/strong><ul><li>Also known as \u201cblind\u201d bullets, they hint at the content of a product or service and create curiosity without revealing the actual substance.<\/li><li>Use them on Sales Pages to drive action to somewhere else (like a checkout page).<\/li><\/ul><\/li><li><strong>Internal fascinations<\/strong><ul><li>Internal fascinations are pretty much identical to external, except they\u2019re designed to persuade people to continue reading the content they\u2019re currently reading.<\/li><li>g. \u201cby reading this article you\u2019ll learn: Reason 1, 2 and 3\u201d.<\/li><\/ul><\/li><li><strong>Bullet chunking<\/strong><ul><li>Turning a long, complex paragraph into a series of bullet points is a great way to improve the readability of your content.<\/li><li>Use this in highly technical articles or white papers.<\/li><\/ul><\/li><li><strong>Authority bullets<\/strong><ul><li>Authority bullets are used to recite the data and proof that support your argument.<\/li><li>Try to turn dry, factual information into interesting reading if at all possible.<\/li><\/ul><\/li><li><strong>Cliffhanger bullets<\/strong><ul><li>These tease and foreshadow what\u2019s coming up next or in the near future.<\/li><li>You can also use cliffhanger bullets to lay the groundwork for an upcoming promotion, newsletter series, launch, or special content event.<\/li><\/ul><\/li><li><strong>Give-Away Bullets<\/strong><ul><li>Like cliffhanger bullets in that they tease the reader with part of the information they need.<\/li><li>Great for promoting eBooks and How-To guides at the Opt-in level.<\/li><\/ul><\/li><\/ol><h2>Pro Copywriter Tip<\/h2><p>Create each bullet point as if it were a <a href=\"https:\/\/www.visualagency.com\/3-online-persuasion-principles\/\">headline<\/a>.<\/p><p>Headlines:<\/p><ul><li>Grab people\u2019s attention<\/li><li>Make them want to know more<\/li><li>Promise value<\/li><li>Qualify readers<\/li><\/ul><p>Bullet points do the same, only they do it once the reader is already \u201cinside\u201d.<\/p><h2>Bonus Content<\/h2><p>We really want you to be successful so <a href=\"https:\/\/rainmaker.fm\/audio\/lede\/write-killer-bullets\/\" class=\"broken_link\" rel=\"nofollow\">here is a podcast that you can listen to on the go<\/a>. It will reinforce what we\u2019ve already taught you and you can listen to it while you\u2019re driving or at the gym.<\/p><p>We know you\u2019re busy being awesome!<\/p><p>You can even download it for free and listen to it anytime.<\/p><h2>Want Even More?<\/h2><p>If you want consistently brilliant content that\u2019s delivered to your target audience through proven strategies, we can help you!<\/p><p><a href=\"https:\/\/www.visualagency.com\/about\/\">Visual<\/a> has a team of <a href=\"https:\/\/www.visualagency.com\/capabilities\/\">specialists in every area of online promotion<\/a> that will spare you the frustration\u00a0 and help you to navigate and thrive in a mobile first, social and hyper-connected world.<\/p><p>Let us tell people what you can do for them, so that you can focus on being the best at it.<\/p><p>If this appeals to you, <a href=\"https:\/\/www.visualagency.com\/contact\/\">click here to get in touch with us<\/a> and change your problems into the type of problems you want:<\/p><ul><li>Too many leads<\/li><li>Not enough staff<\/li><li>Can\u2019t keep up with demand<\/li><li>Too much taxable income<\/li><\/ul><p>Nice problems!<\/p><h2>Over to You<\/h2><p>Tell us what you think about Bullet Points now.<\/p><p>Did you know that there was so much to them? What successes have you had?<\/p><p>We\u2019d love to hear from you. See you in the comments!<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Have you ever sat in front of a blinking cursor for 20 mins trying to come up with a great way to describe your product or service? You know it\u2019s good and you know that people need it, but how do you tell them in a way helps them to understand its value? After spending &#8230; <a title=\"Bullet Points: How You Can (Legally) Use Bullets to Improve Sales\" class=\"read-more\" href=\"https:\/\/visualagency.com\/?p=6067\">Read more<\/a><\/p>\n","protected":false},"author":12,"featured_media":6070,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"generate_page_header":"","footnotes":""},"categories":[163,146,145],"tags":[164,113,34],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v17.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Bullet Points: How You Can (Legally) Use Bullets to Improve Sales - VISU.AL AGENCY<\/title>\n<meta name=\"description\" content=\"You need to be able to grab your audience\u2019s attention with a relevant and well-constructed headline but then keep it using bullet points.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/visualagency.com\/?p=6067\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Bullet Points: How You Can (Legally) Use Bullets to Improve Sales - 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