6 Proven Tips for Writing Bullet Points That Engage and Convert in 2024

In today‘s attention-starved digital world, bullet points are a copywriter‘s secret weapon. Eye-tracking studies have shown that website visitors read an average of 20% of the text on a page. But when that same information is formatted as bullet points? Readership suddenly skyrockets.

Whether you‘re writing landing page copy to convert visitors into leads or crafting an email to nudge subscribers toward a sale, bullet points are crucial for breaking through the noise and motivating readers to take action.

So what separates average bullet points from truly compelling ones? As a veteran conversion copywriter, I‘ve spent over a decade split testing countless bullet point variations to identify what works. Here are my top 6 tips for writing bullet points that engage and convert in 2024.

1. Keep Them Concise

The most effective bullet points are short and punchy. Aim for 1-2 lines max. Ruthlessly trim filler words. Pare them down to their essence.

Why do concise bullet points work? They‘re easy for skimmers to digest at a glance. Research shows that online readers tend to consume content in an "F-shaped" scanning pattern, glancing down the left side of the page. Short bullet points align with this reading behavior.

Compare these two bullet points:

  • Our comprehensive project management software empowers cross-functional teams to efficiently collaborate, seamlessly share files, and easily monitor project milestones all in one intuitive dashboard interface.
  • Empower team collaboration with one intuitive project dashboard

The second, more concise version is punchier and easier to grasp quickly. Long, labored bullet points will lose readers.

2. Front-Load the Benefits

The most compelling bullet points prominently feature a key benefit – not just a feature. They sell an aspirational outcome or transformation. And they front-load that benefit by placing it at the very beginning of the bullet point for maximum impact.

Consider these two variations:

  • Feature-focused: Includes a library of 100+ customizable email templates
  • Benefit-focused: Save hours every week with 100+ customizable email templates

The benefit-focused bullet point leads with the most compelling aspect – saving time. It taps into the reader‘s underlying motivation and paints a desirable outcome.

Whenever possible, quantify your benefits with specific numbers and data points. Research has found that using precise numbers in copy can boost conversions by up to 12.7% compared to "fuzzy" numbers.

  • Fuzzy: Boost profits with our dynamic ad creative
  • Specific: Boost profits by 43% with our dynamic ad creative

3. Drive Action with Active Voice and Vivid Verbs

Passive, lifeless bullet points don‘t inspire action. The most persuasive bullet points use active voice, vivid verbs, and power words to motivate readers.

  • Passive: New leads will be automatically added to your CRM
  • Active: Instantly route new leads to your CRM on autopilot

The active version feels more immediate, exciting, and benefit-rich. And it uses vivid verbs and adjectives ("instantly route", "autopilot") rather than the generic passive voice ("will be added").

Whenever possible, also use second-person "you/your" pronouns to heighten the emotional connection and make your copy feel more conversational.

Boring Verbs Power Verbs
is, are, was, were unleash, skyrocket, transform
has, have unlock, maximize, ignite
get, got slash, crush, blast through

4. Harness "Deep Benefits"

Connect your bullet point benefits to your customer‘s deeper underlying desires and you‘ll instantly amplify your persuasive power.

Surface-level benefits might include something straightforward like saving time or boosting profits. But deep benefits tap into the profound emotional rewards that your customer is really seeking at their core.

Here‘s the difference:

  • Surface benefit: Triple your landing page conversion rates
  • Deep benefit: Flood your funnel with high-quality dream customers

The deep benefit version goes beyond just a metric and ties into a more powerful vision of attracting the customer‘s ideal clients. It elevates the bullet point from a basic feature description to an emotion-laden, irresistible promise.

Other deep benefits could include:

  • Feeling confident and respected at work
  • Having more free time for family and hobbies
  • Earning recognition as an industry leader
  • Eliminating stress and frustration
  • Enjoying a luxurious, adventurous lifestyle

To identify deep benefits, ask yourself: What‘s the next level benefit that would result from my product‘s surface-level benefit? What feeling or vision of success will achieving this benefit create for my customer?

5. Overcome Objections

Bullet points are an ideal place to alleviate your prospect‘s potential doubts, fears, and objections about your product or offer.

Some examples:

  • Hesitant to commit? Cancel anytime with one click, no questions asked
  • Not tech savvy? Our intuitive drag-and-drop builder makes designing landing pages a breeze – no coding required
  • Worried about security? Our enterprise-grade encryption and 24/7 monitoring keeps your data locked down

Pinpointing your prospect‘s key objections takes customer research. Tools like surveys, interviews, reviews, and on-page chat logs can help you gather valuable voice of customer data to identify their most pressing concerns.

Then, craft bullet points that empathize with those concerns and confidently counter them. This demonstrates that you truly understand your customer and have thoughtfully designed your offer to meet their needs.

6. Inject Intrigue, Curiosity & Fascination

The best bullet points don‘t just inform – they fascinate. They build anticipation. They drop tantalizing hints that pique the reader‘s curiosity and leave them hungry to learn more.

Some examples:

  • Discover the unconventional SEO tactic that helped us 10x organic traffic in 60 days
  • See how one tweak to our onboarding flow slashed churn by 54% virtually overnight

Notice how these bullet points don‘t give everything away. They tease just enough to raise an eyebrow and spark intrigue. The reader thinks "Ooh, I want to know what that secret is!"

Open loops, cliffhangers, and embedded questions are great tools for stoking curiosity in bullet points. Hint at exciting information the reader will get when they take the next step.

Just be sure to eventually pay off that curiosity in your content or offer. No one likes a bait and switch!

Final Thoughts

Bullet points may seem straightforward, but as we‘ve seen, there‘s both an art and science to making them truly compelling. It‘s not just about quickly conveying information – it‘s about sparking motivation, desire, and action.

As attention spans continue to dwindle, I predict that strategically written bullet points will only become an even more essential tool for conversion copywriters. Brands that take the time to carefully craft and optimize every bullet point will have a serious advantage over their competitors.

So the next time you sit down to write bullet points, remember:

  • Keep them concise and easy to scan
  • Lead with the benefits, not just features
  • Use active voice, vivid verbs, and power words
  • Tap into deep emotional benefits
  • Alleviate objections and concerns
  • Build intrigue, curiosity, and anticipation

Happy bullet point writing!