Robert Bruce reports:
"The essence of a great bullet is brevity [plus] promise. Brevity has been a hallmark of good writing since writing began, but every one of us living in the Twitter era possesses an acute awareness of just how important brevity is right now. Long, complex bullet points would defeat the purpose of writing bullets at all — to keep your reader moving through your copy. Promise is the element that hooks your reader like a fish. You’re making a plain and legitimate claim that your product/idea/service will give them what they’ve been looking for. [Y]ou absolutely must deliver on the promise you make. There are probably faster ways of ruining your credibility and career, but not giving your reader what you promised is definitely in the top three...Brian Clark wrote the definitive 'Bullet Points 101' post...And, since I’d rather straight up steal from Clark than try to outwrite him in this area, here’s his summary of what an effective bullet point is and does:
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