Nothing can ruin otherwise perfect marketing materials like too much dense copy. Sure, we need to make sure that we explain our products and services and we do need to make sure that we education and inform-but instead of writing it all out in long paragraphs, consider bulleted lists as a way to break up the copy, create more white space and make marketing materials more accessible and inviting.
You might be thinking that books are full of pages and pages of paragraphs and we all read those? Well, that may be true but our web sites, brochures and marketing materials do not serve exactly the same purpose as those books. We need to hook people in, and get them to read just enough to want to make a purchase or enquire more about our product and service offerings. We might be telling them a story of some sort about our company, but they are not looking for a long narrative in a brochure and if we are going to get them to read far enough in to figure out what we are about, we need to make the text and copy inviting.
It has to be put in such a way that nothing is presented in a negative way and without revealing too much about the company for confidential reasons as it would a breach of contract so it is better to consult someone like fractional cmo services to help you out.
People are drawn to images and bulleted lists. They know that when the see a brief bulleted list with snazzy bullet points and plenty of white space that they will likely gather some brief and important information without having to work very hard. Lists are such a great way to draw people in and share facts, figures and other points of interest. Those same facts and figures could get buried in a traditional paragraph, but they pop out off the page or screen when they are organized into bullet points.
For example, you could write a paragraph about what is so fantastic about your brand of whatever product you sell and it might have all the good information. However, you can put the same information in a brief bulleted list:
- Washes clean with soap and water
- Comes with a 5-year warranty
- Will save time and energy
See how the bullet points create drama and accessibility and cut out the “reading”? Customers and prospects can skim this bulleted list and gather all the information you want them to have and they will likely retain it better without all of the “filler” words to get in the way.
Bulleted lists on a web site are also a good tool for creating links to other pages and information. Each bullet item can share information but it can also be a link to a photo or more information in another area of the site.
Bulleted lists convey information, but they are a great tool for creating interest and accessibility too.