It’s just a proven fact that after the headline, and the sub headline, the bullet points are where at least 50% of your readers eyes will go. Readers almost always scan sales letters to look for the most important points and features.

We are all trained to do this from way back when we were in school. Using our eyes to scan for bullet points has always seemed to save us time and allow us to quickly find the most important stuff.

Everyone does it. So don’t forget to use bullet points on your own website and in your own sales letters to capture the most attention and the best conversion rates. So don’t expect your prospects to read your long sales letter unless you’ve got plenty of bullet points.