I was pleasantly surprised to see the results of James Brausch’s testing on bullets versus paragraphs.
I’ve often felt that leading with bullets intuitively felt more appropriate. Clayton Makepeace often does it and it makes a lot of sense. Check out this sales letter he has up. After you read the headline, you can read some bullets and really decide whether you want to plow through the long copy or not. Of course long versus short copy is a different discussion.
Since Clayton does it and James has verified it usually converts better through multivariate testing, you might think there’s nothing more to say about it, right? Well…
What if in addition to testing feature, benefit, or nothingness bullets as James recommends, you also tested an NLP pattern? You’d figure out what kinds of patterns converted better for your particular market. You’d also begin to figure out how elegant you need to be.
One copywriter insists that you can use the equivalent of BUY NOW type embedded commands and get results. So test it. I don’t recommend testing something that obvious but you can sure calibrate it down until the conversion rate starts to turn against you.
You’re free! You’re free! Run wild… free from the shackles of paragraphs.