Little Things 6 – Make a List

Welcome to this week’s edition of “Little Things”, a weekly blog series covering the small changes that you can make to improve marketing performance.

Last week’s topic was starting an email newsletter.

This week’s tip:

Turn All Your Sales Copy into Lists

Lists are easier to read. They can be numbered, or bulleted, or put into a nice design. But the more lists you use, the more likely potential consumers will read what you write.

This applies on almost everything, from printed materials to instructions, from landing page copy to billboards. When writing copy, always think of how you can write something as a list.

Lists allow you to use shorter, more concise phrases and wordage rather than long, drawn out sentences. Most people, especially online, are turned off by large chunks of text. They give up before trying to read it, and you’ve lost their attention.

This is a key to copywriting in the digital age. Here’s how to get started:

  1. Examine all web copy for list opportunities: key differentiators, benefits, uses of your product, reasons to own the product, past clients or customers, etc.
  2. Change the copy you have to list format, with a small heading and a closing sentence to each list used as a call to action.
  3. On pages where lists don’t make sense, break up paragraphs into single lines, use headings to break up large sections into smaller ones, and use bold or colored text to call out the most important phrases
  4. Repeat this process on all printed materials, emails, and ads.