BULLET COPY COPYWRITING FILETYPE PDF

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Oh, those magical bullet points. What would blog posts, sales letters, and bad PowerPoint presentations be without them? Bullet points are so common because readers like them.

But typical bullet points are kinda lame … kinda like this one. So, here are the five cardinal rules for general bullet points that convey your points clearly: Express a clear benefit and promise. They encourage the scanning reader to go into the real meat of your content or go forward with your call to action. Keep your bullet points symmetrical, if possible, meaning: one line each, two lines each, etc. Avoid bullet clutter at all costs.

Do not get into a detailed outline jumble of subtitles, bullets, and sub-bullets. Bullets are designed for clarity, not confusion.

Practice parallelism. Keep your bullet groups thematically related, begin each bullet with the same part of speech and maintain the same grammatical form. Remember that bullets like headlines are not necessarily sentences. If you want to write complete sentences, stick with a paragraph or a numbered list. Curiosity is a very powerful force. One of the undisputed kings of fascinations is Bottom Line , a subscription periodical that promises insider information that makes your life easier.

The company launched itself many years ago with a sales piece that was essentially nothing but incredibly compelling bullet points. Here are some samples from that original ad: Why some patients are given favored status in hospitals … almost preferred treatment.

This little-known information could save your life. How to learn about medical discoveries before your doctor. How and when blood pressure can fool you … and drinking alcohol without hangovers.

The two famous cold remedies that, taken together, can give you ulcers.

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