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Killer Bullets - Preparing Powerful Words

By Michael Stelzner

The words that follow the • bullet • are often read with great interest.

Not all bullets are created equal. This is the summary of a great post by blogger Brian Clark.

In his excellent article, he explains how to add “fascination” to bullets:

A fascination refers to a copywriting technique where you create bullet points so compelling and so benefit-driven that the reader simply cannot help but discover the answer…

The key to a fascination is dangling the benefit out there in a teasing manner, without actually giving away what it is.

Here are some samples:

  • 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.
  • A simple way to prevent Montezuma’s Revenge.

Clearly the above samples are more direct marketing focused.

However, bullets are real useful for white papers. Not only do they help break up paragraphs, they also deliver content to the skim reader.

When it comes to white papers, good bullets should:

  • Clearly state an advantage
  • Articulate with few words
  • Summarize key points

What are your thoughts on bullets?

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    This entry was posted on Tuesday, October 24th, 2006 at 5:22 am and is filed under Writing White Papers. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.

    • Aurora - You are not the first person to call me Mark. :)

      Thanks for stopping by. Indeed bullets are great and often under used.

      Mike
    • I also agree with you, Mike, that all bullets are not created equal; it's all in how you use them.

      Sorry about that:)
    • I completely agree with the use of bullets. They bring clarity and a sense of purpose to any writing, be it technical writing, copywriting or any other form.

      Additionally, considering the attention span of the average internet user is exceedingly short, and they want their information yesterday, bullets make it much easier for a user to scan a document.

      I also agree with you, Mark, that all bullets are not created equal; it's all in how you use them.
    • I like using bullets in several ways. Not only as a list of features or attributes, but also as descriptive paragraphs, especially with technical solutions that need more in-depth descriptions.

      They're better than using a series of plain paragraphs because they draw attention to the bold descriptors that start each one off.
    • Hi Charles - Those were actually Brian Clarks words. Thanks for your comments. All my best! - Mike
    • Michael, I have found bullet points to not only be my best selling tool, as a consumer I have also found that they pull me into whatever copy I am reading.

      You said, "The Key to a fascination is dangling the benefits out there in a teasing manner, without actually giving away what it is." I call this the "Cart Before The Horse Technique" (OK I know it sounds a little too cute, but it was an off day). But not only can you dangle benefits out there without revealing what it is, you can also dangle warnings and negatives out there as well. In both cases you create bullet points that can't be ignored.

      I wrote an article about this on my blog called, Freelance Copywriter Secrets: A Ridiculously Easy Way To Lock In Your Readers' Attention.

      Keep it up, Michael.
    • Hi Brian;

      Thanks for stopping by. When I said direct marketing, I should have said direct mail or consumer-focused.

      All my best!

      Mike
    • Hey Mike, thanks for the mention.

      >>Clearly the above samples are more direct marketing focused.

      I would consider a white paper as a direct marketing tool as well. You just have to tone your bullet points appropriately for the audience and the subject matter.
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