Online Business Bullets That Hit The Mark

Everyone knows long copy sells. But even the most interested prospect is thrilled when you give them a bullet list of information. It’s like an oasis on their journey to buying your product.

As prospects scan your sales copy, they often rely on your bullets to get straight to the point. That’s why it’s vital to take advantage of this high readership by packing your bullets with as many benefits as possible.

Don’t make the mistake of simply stating features in your bullets.  Transform each bullet into a benefit so your prospect will see herself successfully using your product.

A well-crafted bullet list can become a mini sales letter inside your larger sales letter, reinforcing all your major points and quickly helping prospects understand how you’ll help them.


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Mike Denison is a freelance copywriter with over 20 years experience in direct response marketing, including print advertising, direct mail, online sales letters, and email campaigns. More info at


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  1. Mike,
    Thx for pointing out the differences with bullets. I use bullets for powerpoint slides and ever realized how powerfull bullets can become with slight changes. And I thought I knew everything. ;)

    I’ll be sure to integrate this in the future.


  2. Fantastic, this will help a lot with future posts.

    Obviously I was aware of the use of Bullets, but not like this.

    Thanks again.


  3. Thanks for tips Mike. In your opinion how many must the bullets be? Is there such a thing as over doing it?

    • Like everything else when you write copy, you should have enough to sell the product.

      I like to visually judge the number of bullets and see how they look in the sales letter or on the web site. If the list looks too long, I’ll break it up with a subhead or something.

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