Writing Better Bullet Points

By Casey Demchak

Bullet points are an important tool for writing clear, concise B2B sales copy. They quickly communicate product benefits and make marcom materials easier to read by breaking up solid paragraphs of text. However, many writers overlook the craft of writing bullet points. This results in bullets that lack the sizzle necessary to engage and motivate readers.

Bad Bullets. The following copy includes examples of "bad bullet points" written about a fictitious product called, Bernie’s Blender.

These bullet points are choppy. They lack rhythm, unity and punch.

Good Bullets. The key to writing better bullet points in your B2B marcom materials is to start each bullet with an action word and to make each bullet short, concise and to the point. A good set of bullet points should read like a quick combination of powerful punches. Here is a new set of bullet points for Bernie’s Blender that follow these guidelines.

Bernie’s Blender is a versatile appliance that:

With a little more work, these bullets can be even better. But they’re much better than the first example. They each start with an action word and they are brief, concise and share a similar rhythm. Don’t take your bullet points for granted. Follow these simple rules and your bullets can be the hook that grabs your audience and motivates them to continue with the buying process.

Casey Demchak is an independent copywriter and consultant who specializes in writing compelling B2B sales copy for the medical industry. He is also the author of the book, Essential Sales Writing Secrets. He can be reached at casey@caseydemchak.com; or at (303) 697-4793.

© Copyright 2008 Casey Demchak. All rights reserved.

Casey Demchak
Copywriter & Consultant
10437 W. Hampden Ave. #202
Lakewood, CO 80227
(303) 697-4793

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