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?
Does it depend on the situation?
Precisely: let the punishment fit the crime...
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
Captured from commoncrawl.org on 27 Apr 2015. original URL