To a copywriter, a bullet is a short sentence or phrase that communicates a promotional idea. Typically you see bullets highlighted with bullet points (small dots), as they would appear in a written business memo. You will also see bullets highlighted with arrows, stars, asterisks, and even special symbols.
The graphic you choose doesn’t matter as long as it doesn’t draw attention away from the words of the bullet. For instance, a restaurant probably should avoid using pieces of fruit to highlight bullets; a dog trainer would be advised to avoid highlighting key points with images of dog bones.
When you study copywriting, you will discover many ways to write bullets. You can begin a bullet with “How to…” or, “Discover why…” However, nearly all bullets can be analyzed as a dynamic combination of features and benefits. Two formats you can use are:
Benefits (because) Features
Your dog stops chewing shoes *because* you use our unique Canine Awareness techniques
You begin to reduce your debt *because* you learn to reprogram your relationship with money.
Features (so that) Benefits
Learn three Canine Training Commands *so that* your dog stops chasing motorcycles as if they were sheep.
Gain an understanding of your own spending patterns *so that* you begin paying off your debt without effort.
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