Bullet Points vs Paragraph Copy

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Bill Campbell's picture
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Joined: 9 Nov 2010 - 6:20pm
Bullet Points vs Paragraph Copy
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What's everyone's opinion: bullet points vs. paragraph ad copy? I'm talking about a full page ad here, and meaningful communication with the reader. Are bullet points boring? Is paragraph-style copy too intimidating to read? Does it depend on the situation?

Nick Curtis's picture
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Joined: 21 Apr 2005 - 8:16am
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Does it depend on the situation?

Precisely: let the punishment fit the crime...

Nick Shinn's picture
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Joined: 8 Jul 2003 - 11:00am
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David Ogilvy was not averse to bullets, if the "points" to be made in the copy were sufficiently unrelated that putting them in paragraph form would result in cumbersome prose with no flow. If there were a lot of them, he used numbers rather than bullets. --Ogilvy on Advertising