Copywriters don’t bite their bullets. They write them.

To a copywriter, a bullet is a short sentence or phrase that communicates a promotional idea. Typically you see bullets highlighted with bullet points (small dots), as they would appear in a written business memo. You will also see bullets highlighted with arrows, stars, asterisks, and even special symbols.

For example, some bullets for Module 1 of my storytelling course are:

• Why buying into “you gotta be vulnerable” can be a big mistake
• 3 essential qualities you need to be the hero who captures your clients’ hearts and minds
• Why your brand story is more like a stand-up comedy bit than a movie arc …
• Why you don’t need a spill-your-guts, “I was there” story (because you can do this instead)

The graphic you choose doesn’t matter as long as it doesn’t draw attention away from the words of the bullet. Some people say checkmarks are most effective; others use the dot-bullet points.

What Copywriters Know About Writing Bullets

When you study copywriting, you will discover many ways to write bullets. You can begin a bullet with “How to…” or, “Discover why…” However, nearly all bullets can be analyzed as a dynamic combination of features and benefits. Two formats you can use are: