The Blog of Scott Chapman
Copywriter & Sales Conversion Expert

Try this simple trick to help your bullet points draw in more sales

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A lot of people assume that bullet points are the king of easy-to-read content. After all, why create big paragraphs of text when you can simply add snippets of information to a list?

Whilst bullet points are highly useful in certain circumstances, they can actually be overused to the point where they cause more harm than good. Big, long lists of bullet points can end up being more difficult to read than normal paragraphs and cause readers to zone out or skim read over important points.

If you have a big list, turn it into a mini-list

Let’s take this example of a bullet point list about a widget delivery company:

• Free UK delivery on all orders
• Upgrade to special delivery for only £2
• Same day dispatch if you order before 2am
• First class customer service if you have any issues with your order
• Choose any colour, shape or size widget
• Some of the UK’s best prices to help you save money
• A full 30 day money back guarantee on all orders
• Bundle your widget with added features from our site

Now lets break it up into smaller lists with a simple break:

• Free UK delivery on all orders
• Upgrade to special delivery for only £2
• Same day dispatch if you order before 2am
• First class customer service if you have any issues with your order

• Choose any colour, shape or size widget
• Some of the UK’s best prices to help you save money
• A full 30 day money back guarantee on all orders
• Bundle your widget with added features from our site

Why this works

Tests have shown that the eye is instinctively drawn to the start and end of bullet point lists. Prospects are actually more likely to read the first bullet point and the last one before they read any points in-between. You may have even noticed this when reading the above list.

By splitting a list up, you create more of these focal points within the list, allowing more of the bullet points to be readily absorbed in bite-size chunks.

Smaller lists also look less daunting to read. A prospect is more likely to read a section of 4 or 5 bullet points than a long list of 9 or 10.

Is it really that important?

It might seem like a very simple trick, but it could easily draw a prospect’s attention towards a key selling point of your business which keeps their interest peaked when they would have otherwise left the page.

Sales conversion is a fickle old game, and you never know, it might just draw a prospect’s attention to one key feature of your product or service which nudges your business ahead of your competitors. Not bad for a 5 second fix, is it?

 


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