Use Bullets to Create a Bang with your Content

I’ve just finished reviewing a client’s website and and have suggested some minor (and slightly major) changes to her content. The flow just didn’t quite work through-out the site with no call to action.
But the one thing that I noticed with this site and others, is the extensive use of long paragraphs and long sentences. 
However, that’s not how we read. Over the years, we have been conditioned to glance read on the Internet. We take that online conditioning and apply it to offline media also. So instead of using long paragraphs or sentences, business owners when writing copy should use bullets.
If you’re doing any writing this week, here are two tips that you MUST use when writing effective bullets. I’ve given this advice to many clients over the past couple of weeks and I’m sharing it with you today.
1. Use Parallelism in Bullets
Make sure your bullets are conceptually parallel. Conceptual parallelism occurs where the bullets support the sentence made just previous to the bulleted list. The points made in the bullets should not overlap and should be specific to the point being made.
For example, on my ‘Writing to Win‘ training course marketing material, I have written the following:
Writing to Win course topics include:
* How to write conceptually parallel bullets
* Where to start when faced with a blank page
* Write headlines that connect
The above list is conceptually parallel. It supports the point that I’m making (course topics) and visually allows the reader to read my text.
2. Use Correct Length of Bullets
The raison d’etre of bullets is to allow easy reading of your text. Don’t blow it by overloading the bullets or the bulleted list.
Keep it to 5-7 words per bullet and 5-7 bullets per bulleted list.
In summary, to create a bang with your content and a connection with your readers, then use bullets. Today.