Bullet points can actually be reallydifficult to get right. It seems easy, and you might think you already knowwhere to put them and how to use them. However, the fact is that you can’treadily slot bullet points into any piece of copywriting and have them fitperfectly.
If this scares you, don’t panic. Simplyread on to find out whether you are really using bullet points correctly; andif not, discover how you should be applying them.
Tip #1: Place the Most Important Information Strategically
The first and last bullets in the list willusually attract the most attention. Unless your bullets are in a logical order,then you should place the most important items first and last in the list. Thatway, you will cleverly convey what is most important.
Tip #2: Make Them Match
Ensure that each bullet in the list followsa similar grammatical construction. For example, it can be helpful to starteach bullet off with a verb. Having the same pattern to follow throughout makesit much simpler for the reader, which is the whole idea behind bullet points inthe first place.
Tip #3: Ensure Each Bullet Follows on from the PlatformStatement
A platform statement refers to the introductory words that lead on to the bullet point lists; it usually ends in a colon.
Every time you write a bullet point, itshould read on cleanly from the platform statement as a normal sentence. If itdoesn’t read on without a break, or if it doesn’t make sense, then change it soit does.
Tip #4: Keep Your Punctuation Consistent
There are no perfect rules about how tostyle your bullet points. If you want to start each point with a capitalletter, ensure that all points have acapital; if you want to end on full stops, ensure that all points have a full stop. This is a matter of proofreading thatyou should not neglect.
Tip #5: Stylise Your Points
There are many different types of bulletpoints. Circles, ticks and checkboxes are all very common, as are arrows, andthey all convey different things. Circles are good for lists and simpleinformation, arrows convey a sense of action, and ticks signal to the readerthat they are getting a list of benefits.
Depending on what you are writing, youmight want to change up your bullets. In copy, for example, you could use ticksto symbolise benefits of products and crosses to signify drawbacks. This iscompletely up to you, but it’s something to think about.
Finally, you should also consider the text.If you have huge blocks of text in each bullet, its best to embolden, italiciseor underline the first part of the bullet, summarising the general information.For example, in copy, you could write something like:
- Free shipping: and then go on to saysomething about the company’s shipping costs and where they ship to.
As a summary of this point, don’t be afraidto experiment with how your bullets look; style is an often overlooked, butimportant, aspect of how effective your bullet points will be.