The Effective Use Of The Bullet Point

Winning new clients can be a funny old game. I'm sure we've all invested large sums of money to do just that and yet failed to achieve the results we were hoping for. We scratch our heads. We try something else. So, instead of making large, sweeping changes, what if we made small, incremental adjustments instead. What if, for example, we were to take a step back and simply tweak all areas of our sales and marketing focus? Would this improve our sales figures? It did for me.
The use of bullet points is a prime example. I admit I love using bullet points! They grab the reader's attention straight away and perfectly underline the points you are trying to make. But can you use too many? I think so. Take a look at the example below to illustrate my point.
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• Blogging
• Brochures
• Direct Mail
• Website Copy
• White Paper
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• Newsletters
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• Strap Lines
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The use of too many bullet points can detract from what you're trying to achieve. You just end up boring the prospect. He or she is a busy person. They won't spend time wading through all your bullet points. Instead, they'll most likely clap eyes on the first and last of your bullet points. They'll skip the rest and perhaps move onto another website. You will have pushed them away!
My advice is to break up your bullet points. Tests have shown that prospects are more likely to take action on websites where the information is to the point and broken down into easily readable blocks. Common sense really.

• Blogging
• Brochures
• Direct Mail
• Website Copy
• White Paper
• Magazine Articles

• Newspaper Fillers
• Newsletters
• Press Releases
• Strap Lines
• SEO
• YouTube Scripts

This might be only a minor change to your website but, coming back to my original point, if you were to make similar, minor changes to every aspect of your business you would certainly witness a positive change in those sales figures. Anything you can do to enhance your prospect's viewing experience is worth a shot. Perhaps you need more call to actions? Perhaps you have too many? My advice would be to take a step back and bring in a marketing professional to see what could be tweaked. It could make all the difference over the long haul.
Perhaps your website text just needs a freshen up? Perhaps your contact information isn't clear enough? The list goes on. The point is, if you make all these small changes together you will see a change in fortune.