LEARN TO BITE THE BULLET
In my last blog, I wrote about the need to break up long passages of uninterrupted text by the careful use of sub-headings. Another effective option is the use of bullet points.
Bullet points are useful because they can:
- Provide a different way of listing items, perhaps with a short description after each one. For instance:
- Handkerchiefs – used to blow your nose; can be carried anywhere
- Tissues – can be disposed of easily once you’ve blown your nose
- Toilet paper – for blowing your nose when no other material available!
- Identify individual points from a range of ideas, simply and powerfully
- Act as mini-headlines within a long article.
If you’re using bullet points for lists, it’s advisable not to take this to extremes – a long line of bullet points can become very tiring and may not be easy to follow.
The same applies if you’re using them to identify individual points or to act as mini-headlines. An article that is peppered by bullets looks as if it’s been written by a gunman who’s lost his specs and can’t hit the target (an appropriate analogy for a rambling and poorly structured article!)
If you look back over my past blogs (and this one), you’ll see that I favour bullets in groups of three. For some reason (I’m sure a psychiatrist could explain it!) groups of three are more powerful than groups of two, four or five. It’s a good rule of thumb to practise and will help to strengthen your copy.
So, the rule with bullets is – use them but do so sparingly, otherwise they could lose their impact.
Right, I must shoot off! Bye for now.
Phil
Freelance copywriter
Web: www.phila.co.uk
Email: info@phila.co.uk
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