Know-How Exchange : Copywriting

Definitely bullet points. In fact, one of my favorite "tricks" is to use empty boxes as bullets. When the copy is printed, you'd be surprised how many people take their pen and put check marks in there.

Another layout to consider for your ad copy: Tables.

Where's your ad copy going? Printed brochure? Web page? Magazine ad? Tell us more and you'll get better results here.

Definetly bullet points. Studies show that most people don't notice 75% of what they see. (Can you name ALL the billboards on the way to your workplace?)

But it's more about what's at each point. If it's an entire paragraph, you'll lose people. Just give quick points and direct them to your website for clarification or further details.

Michael

It depends on who your target audience is, what medium you're using, and how compelling your basic message is.

It's like the paper-versus-plastic discussion at the supermarket. There isn't a single right answer that always applies. There is great copy that uses just paragraphs, and there is great copy that uses bullet points. And there's lots of lousy copy with both.

There's a lot of research that says PICTURES are the most noticed and remembered elments in an ad, followed by CAPTIONS and then HEADLINES and SUBHEADS. Body copy, whether paragraphs or bullet points, is way back on the list.

Net, you're addressing the least important issue. Get the positioning right, then get the visuals and the captions that support and communicate that positioning, and the headline, if you like. After that, it really doesn't much matter.

There's an old adage: "Nobody reads body copy." It may be a bit of an exaggeration, but not by much. You still have to pass the client's inspection, and THEY read the body copy.