Why Bullets Are a Copywriting Superpower

Fascinations compel readers to take action.

They are a special kind of bullet point. Bullets are a copywriting superpower.

But how do they work? What are some practical examples of them? These are the questions I was asking when I first learned about them.

Fascinations Pique Your Curiosity

Fascinations are more compelling than bullets. They pique your interest. They show a potential outcome.

They don’t just improve readability like a bullet point would; they compel action at a greater level. They intensify the reader’s attention.

Legendary copywriter Joeseph Sugarman says this about piquing the reader’s curiosity, “Keep it short, sweet, and almost incomplete so that the reader has to read the next sentence.”

When you pique your reader’s curiosity, you force them to keep reading. You also need to tease a potential outcome. Show the reader a glimpse into their future.

Mel Martin was the copywriter who originally came up with Fascinations.

One of his ads below shows how he used fascination to compel the golfers to take action.

Practical Examples of Bullet Points

Seeing practical examples gives us a better idea of how bullet points look on a page.

The example from ChargeBee shows how bullet points draw our attention to the benefits of a product. They draw your attention to the words in bold. And they make the information scannable and easy to consume.

While the example of Shopify below doesn’t really show bullet points, it does work to the same effect. Shopify highlights the benefits of their product like they would with bullet points.

When to Write Bullet Points

Bullet points convey powerful information.

They break down block texts. They make information concise. And they highlight a specific benefit. When it comes to fascination, you want to call attention to that benefit and pique the reader’s curiosity. When you do that, you intensify their desire for your product.

Fascinations and bullets are some of the most powerful elements of copywriting that compel readers to take action.

When used correctly, it will magnify the value of your product.