What are the two most-read sections of any piece of copy? The title and the bullets. This is one reason why almost all e-commerce content management systems (CMSs), as well as online e-tail giant Amazon, include bullets in their product description templates.
How to Write a Bullet Point
Writing bullets that sell takes more than simply listing words that are prefaced by a bullet point. Depending on who your target audience is, whether there are numerous segments of your audience, whether your product is well known or requires educating your customers, and other factors, your strategy for writing bullet points will change.
Here are 7 of my favorite professional tips for writing bullet points:
- Choosing Super Adjectives to Describe Features/Benefits — When it comes to writing bullet points, this Amazon listing did a phenomenal job of turning a typical plastic thermometer into a desirable purchase.
“Classic style,” “trustworthy temperature and humidity readings,” “low-profile body,” “easy-to-read graphics,” “UV-fade-resistant”… each of these carefully chosen adjectives helps to elevate the quality and performance of this thermometer.
Which would you be more likely to buy? The thermometer using the bullet points above or this one?
- Segment Your Audience — Selling external laptop cameras? They have users from all walks of life, from businesspeople who record professional videos and gamers who want the best, most responsive tech possible, all the way down to individuals who want to Skype or use social applications. These bullets do a great job of showcasing how various segments would benefit from this product.
- Lifestyle Uses — Do you know why infomercials work so well when selling products? Two primary reasons: They demonstrate the product and they emphasize how people actually can use the product in their own homes and businesses. While you can’t give a demo of your product when writing bullet points, you can quickly highlight multiple ways your item can be used. This Amazon listing shows one approach.
- Know Whom You’re Writing To — Often, the one who purchases your product and the one who uses your product are not the same person. This happens frequently when parents shop and buy for their children, when adult children shop and buy for their parents, with gift items, in business environments where the Purchasing Department buys for employees, etc. For example, Lands End does a great job of creating bullets that include information parents need, but that kids wouldn’t care much about.
- Justify the Cost — While many sellers simply say their products are comparable to others in the marketplace, I encourage you to take your comparison one step further to really drive the point home. Here’s a so-so example from Amazon.
Use this template when writing bullet points to illuminate the true differences between your product and the high-priced market leader:
Comparable to {type of} brands that cost {amount} or more, you’ll appreciate the {benefit} and {benefit} — all for under {your price}.
- Differentiate Your Product — Unlike ordinary {keyphrase}, {your product} offers {benefit}.
- Overcome Customer Hesitation — By drawing attention to one particular feature that solves a problem, you can ease customer apprehension about your product. This Amazon listing does a good job of using this technique.
Here’s the template to follow when writing these bullets:
Thanks to their {adjective} {feature}, these {keyphrase} offer {benefit}.
Just using bullets in your copy isn’t enough. Next time you wonder how to write a bullet point, bookmark this blog post so you can refer to it and take your copy to a professional level of persuasion.
Selling on an ecommerce store? Want copy that piques curiosity and deliver vital decision-making information? My Ecommerce Copywriting ebook gives you everything you need to boost your sales.
