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Bullets in copywriting
2010-05-29: Just a quick tip I was reading that I thought I'd summarise and share.
Basically, bullets are great for conversion if you do them right, and here's one way.
What you're trying to do in a bullet list is turn features into benefits, so start with a showstopping statement like: "Train your cat to do handstands", then follow with bullets, like:
Get your cat to:
  • clean her own litter tray
  • pay for her food by generating electricity
  • clear the dust from under the bed
  • bring you the morning's post
.. etc. I'd buy that programme!
Remember, it's easy on the web to replace those bullet marks with any graphic you like, a tick, a photograph or a fruit or a leaf, whatever.

By John Allsopp
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