When creating a website, a brochure, or an ad, many people believe that the best approach is to be as simple and straightforward as possible. And, for many of those people, being simple and straightforward means using brief bullet points instead of sentences and paragraphs.
“The only thing that matters is the facts” they say. “Nobody has time for fluff” they insist. “All anyone cares about is the down and dirty” they declare. “We’re far too serious and too busy for anything else,” they aver. “People make decisions by using facts,” they assert.