Bullet points don’t delight readers, sentences do

  • Content experts insist bullet points attract eyeballs

  • And they’re right, of course (yours, for example, are currently here)

  • But you’re not still reading because of that column of black dots to your left

  • You’re still reading because you’re intrigued by what might be coming next  

  • You may even be enjoying this descent down a bullet-pointed list (just three to go)

  • Intriguing, rewarding and delighting readers is what the best writing is all about

  • And while it’s not at all easy to do well

  • It’s still the only way to turn viewership into readership