It is the age of very little patience and no time. Therefore, no one really has the time to sit and read paragraph after lengthy paragraph of text on your ecommerce site. Let bullet points come to your rescue to structure content in shopper-friendly and easy to read blocks.
Some advantages of using bullet points include:
- Drawing attention almost instantly
- Pointing out the important features
- Saving the reader time and effort of going through piles of content
- Organising the text into a logical sequence
- Helping in search engine optimisation (SEO)
So how do you make the best out of your bullet points?
- Space it out. Don’t use only bullets, as it will be too brusque, alternate between using paragraphs where needed and bullets where needed. For instance, put the product specifications in the bulleted list, and a poetic description in a paragraph.
- Use bullet points as a headline. Keep them short, and keep the text brief. Typically, a bullet point does not end in a period, unless there is more than one sentence. Each bullet point is a summary of one feature of the product, so the bullet should direct the buyer to the part of the copy that has detailed content.
- Point out the advantages of the product in a way that shows the customer how it can improve things for them. This post very intelligently suggests that you use the list to convince the customer that the product is a boon in their life.
Consider this example: if your product is a hair straightener, one of the bullet points could read, ‘Intense smoothening that keeps the bird’s nest hair at bay’. You are indicating a feature of the product, and showing how it will help the user – in this case, taming wiry hair that refuses to settle down with conventional straighteners.
- You have to be brief as you cannot flood the page with bullet points, so elimination is important. How do you pick the best points for your bulleted list? From all the features of your product, pick out the ones that make it stand apart from competitors’ products, and use this as one of your bullets.
For instance, Lotus Herbals has an eyeliner tube with a curved body, making it easy for the user to grip the handle.
While the curved feature is apparent in the product’s name (Lotus Herbals Colorkick Curved Liquid EyeLiner), you would do well to call it out in the description for good measure.
If you notice the pattern of the pen, it has a curve that will perfectly rest on the curved portion between the thumb and the forefinger, as the user holds the pen.
Typical eyeliner handles are thick, with a uniform shape across, which might be difficult for first time users.
So if you were to write a few lines of copy for the Lotus eyeliner, you would highlight the fact that this is an innovative design, which will make the process of drawing a line much easier.
- Don’t be afraid to get creative. While you don’t have to go the Shakespeare way and write poetry, you need not stick to plain vanilla text either. Use words that call out to your buyer, and give them a compelling reason to choose your product.
Compare the following examples (original copy, not based on any brand or product) for bath soaps:
Product A
- Glycerine soap
- Ingredients – glycerine, sandalwood, turmeric
- Suitable for dry and acne prone skin
Product B
- Take a trip to a spa each time you bathe with this beauty bathing bar
- Made of the finest organic strawberries handpicked exclusively at our farm in Satara
- Gently cleanses skin while ridding it of impurities and blemishes
- A hypoallergenic; Product B bathing bar leaves your skin with a gentle glow after every bath
Which of the two products would you prefer as a shopper? How would you imagine the product?
- Don’t use only bullets to market your product. If you have a page full of only bullet points, it can get monotonous, and also take away the charm of the copy. Use paragraphs where needed, and bullet points where needed.
So there you have it. Now that you know how you can use bullet points to write compelling descriptions, go ahead, and rock it!
To know more, get in touch with Browntape, India’s leading e-commerce solutions experts. We are at your service!
