How to make lists not feel like lists
Most copy starts its life as a list. Just some boring old bullet points. Maybe disconnected, but they’ve all got to be there. And it’s your job to blend them all together, and get them working as one.
If you’re anything like me, you’ve sat in front of one these lists scratching your head, wondering how you’ll ever get things to flow.
I’m not claiming to have all the answers, but after having done this (literally) hundreds of times, here’s a rundown of all the tricks I’ve learned.
Vary up your sentence structure, because a monotone rhythm is the tell-tale sign of bulleted lists everywhere. Also, get smart about using ”connector words” (but, if, then, so). These will help guide the readers momentum, and make new thoughts feel like extensions of your previous point. Oh, and one more thing – inject some tone and character to make seemingly ”unrelated” ideas come across like interesting new tidbits just for them.
Look, these are just the tricks that popped into my head.
I’m sure if I sat here thinking, the list would go on and on…