Adams Jette Marketing
+ Communications
100 Argyle Avenue
Suite 202
Ottawa, ON  K2P 1B6

Tel: 613.235.5445
Fax: 613.235.5514
info@adamsjette.com
www.adamsjette.com

Chances are pretty good you make use of bullet-point lists. Whether they are in your emails, advertising, promotional literature, departmental reports or newsletters, those little marks sure do come in handy.

But are you making the best of them?

Research shows that when we read, our eyes don't start at the top and methodically work their way through the list. In fact, they don't even see the whole thing.

Here are a few tips that will help you put your copy where the reader is going to see it.

1. Don't put your bullets in their order of importance. Why? Because people don't read the list that way. Here is how they generally read a five-point list:

• This will be read first.
• This will be read second.
• This may be read fourth.
• This will likely be totally ignored.
• This will be read third.

2. Because readers tend to scan lists, put the key words in each bullet where your audience will see them: first. Readers will give you a little leeway in the first two bullets, but after that, you're on your own. Here is what the eye tends to see:

• They will likely read all of this.
• They will read some, but not all, of this.
• Maybe the first word, that's it.
• Forget it.
• They will read some, but not all, of this.

3. Don't repeat the first words--or even the first letter if you can help it--of each bullet or you may lose them before they even get started.

So, remember...

• Put your information in the order of their importance: 1, 2, 5, 3, 4..
• Words that are important go first.
• You are reading this only because you are a good student.
• My grandmother is a welterweight boxer.
• Repetition is not good.