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How to Break Free of Boring Bullet Statements
Bullet statements are great to use in your copy. They help set items apart and provide a simple way to feature text. Likewise, they are easy to read and scan online.
One common temptation is to use bullet statements and simply list out all the features of a product or service. This certainly sets apart each item, but it is … yawn … boring.
Look at these bullet points and tell me if they grab you and make you want to book a room at this hotel:
- The Portland, OR airport is five minutes away
- All guest rooms are 400-600 square feet
- Rooms have a mini-bar, small refrigerator, and coffee maker
My reaction is “so what?” There are probably a dozen hotels with these identical features. Calling attention to features is a part of good copy, but great copywriting focuses on “what’s in it for the reader?”
Your copy should pull in the reader and make him want to take action. How can you accomplish this?
Lead with a benefit statement!
Instead of listing a specific feature, simply add the benefit to the beginning of the bullet statement to show the reader “what’s in in for him.” Follow up the benefit by listing the specific feature.
Read the revised bullet statements below and see how the bullets pop off the page compared to the previous bullet statements:
- Wheel out of the terminal and check in within 15 minutes. The Portland, OR airport is five minutes away.
- You can spread out and relax in style. All guest rooms are 400-600 square feet.
- Enjoy the comforts of home, away from home. Rooms have a mini-bar, small refrigerator, and coffee maker.
Reminding the reader “what’s in it for him” can be a tremendous help with conversion.
Follow this simple recipe: Lead with a benefit statement. Follow it up with a specific feature. And remember, great copy always answers the question “what’s in it for the reader?”
Thanks for tuning into this week’s SEO copywriting how-to! As always, if you have any questions, comments, or an idea for the next video post, please let me know! Contact me, or find me on Twitter @heatherlloyd!
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photo thanks to earth2marsh (Marsh Gardiner)