| Effective Advertising with Benefit Summaries | | | | keep your marketing message simple rather than |
| Bullet points are a great way of summarizing the | | | | complex. Space and cost restriction in print and |
| benefits of your product or service. They should | | | | online media makes every word or letter count, if |
| appeal and entice people to want more | | | | you try to use Google AdWords. |
| information on what you offer. They are | | | | Then of course medium in which you want to |
| particularly important if you have space | | | | market to can mean a slight difference in style |
| restrictions in printed media. | | | | and approach. From the overheated internet |
| I tend to think of orange juice when I think about | | | | marketing to creating a letter for charitable |
| creating bullet point style mini statements. If that | | | | fundraising, or super tight copy for some catalogs. |
| comparison seems odd here's my view why. | | | | Of course the length of the bullet statement is |
| When you extract juice from fruit and package it, | | | | determined by space and who you are addressing |
| you are getting rid of the fruit carcass/pulp and | | | | your message to. They are really teaser |
| concentrating the best part - the liquid content. | | | | statements that either inform, arouse more |
| You are concentrating the juice itself. | | | | curiosity or both. You cancreate these mini |
| Now when you write bullet points you have to | | | | statements to make a bold claim or add credibility |
| mention a benefit of your product or service in a | | | | in the copy. |
| fascinating way.If you ramble with the words, you | | | | Studying some of these teaser statements that |
| can bore rather than inform with your advertising | | | | have been crafted by other writers, it seems |
| message.So you need to reduce the word count | | | | they use a combination of direct and indirect |
| while keeping interest. So you concentrate the | | | | statements. So, some bullet points inform of a |
| message by reducingnon descriptive words but | | | | direct benefit while others are hinting at a benefit, |
| you inform or describe - without losing all meaning | | | | giving an element of mystery and a desire to |
| ! | | | | know more. |
| It is not so easy to do at first and you need to | | | | |