Why are bullets (bullet points) important when writing online?

Hello, I am Shinichiro Taisei.

What do you think is important in copywriting?

There are many things, such as the title, opening, closing, and benefits.
Of course, these examples, as well as anything else you might have thought of, are all important.

This time, I will talk about "bullets," which are said to be one of the most important elements in copywriting.

What are bullets?

Bullets are bullet points.
Because the "・" used in bullet points resembles a bullet hole, they came to be called bullets.
By the way, some people call them "breads," but "bread" refers to the food.

Why are bullets important in copywriting?

You might have wondered, "Why is a mere bullet point important?"
To tell the truth, bullets in copywriting are a little different from ordinary bullet points.

Copywriting bullets are bullet points of benefits.

Benefits are the value that people who buy a product or service receive.
For example, the benefit of a smartphone with a 3,227mAh battery is that "the battery lasts a long time, so you can use it during the day without worrying about it running out of power."
The fact that "you can use it during the day without worrying about it running out of power" is the value the buyer receives, which is the benefit.

I have written about how to write benefits before, so please read this article.
→ Write merits and benefits using FAB

The reason why benefits are important is that reading about them makes you excited about the fun future you can gain, which increases your desire to purchase.
That is why bullets, which are bullet points of benefits, are important.

Also, benefits are not the only reason why bullets are important.
By using bullet points, the appearance is different from paragraphs, making them easier to catch the eye and read.

For example, which of the following is easier to catch the eye and grab attention?

The reason why bullets are important is that benefits make the reader excited and increase their desire to purchase, and because they look different from normal paragraphs, they are easier to grab attention.

Reasons why bullets are important
- Benefits make the reader excited and increase their desire to purchase
- They look different from normal paragraphs and are easier to grab attention

You will probably notice and read the latter more easily.

However, there is something to be careful about.
Just because bullets look different and are easy to notice, if you use too many bullet points, they will end up looking the same and will no longer stand out.
For example, I think you used to write important parts in red or blue when taking notes in your student days.
You might have had the experience of using too much red or blue and not knowing what was important, and using too many bullets is the same thing.

So, what should you do if you have too many bullets?
Separate the bullets.

Example 1:
- Aaaaa
- Iiiii
- Uuuuu
- Eeeee
- Ooooo

Example 2:
- Aaaaa
- Iiiii
- Uuuuu
Furthermore,
- Eeeee
- Ooooo

Isn't Example 2 easier to read?

If you have many bullet points, it is best to divide them into groups of around seven.
This is because it is said that the number of items a person can quickly recall or grasp at a glance (or by listening) is 7±2 (the magic number 7±2).
For more on the magic number 7±2, please read this article I wrote previously.
→ The magic number "7" that determines success or failure in your business

Bullet points increase response rates both visually and psychologically.
When writing landing pages, sales letters, or affiliate articles, be conscious of using bullet points.
Also, since bullet points are easy to read and make it simple to grasp important points, you can use them in content articles as well.

Start practicing bullet points today and become a bullet point master!

Shinichiro Taisei