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

Mike

Sorry about that:)

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.

They’re better than using a series of plain paragraphs because they draw attention to the bold descriptors that start each one off.

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.

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

All my best!

Mike

>>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.