Minimize Eye Sweeps with Parallelism

When all your bullets are parallel or similar in meaning (for example, a list of products, product features, or product benefits), the relationships will immediately be clear to your audience. However, whenever you create such a parallel list, pay particular attention to the grammatical form of the bullets. If you write each one in a different part of speech, you'll be forcing your audience to do extra work to grasp the logic. They'll have to reset their minds at the start of each bullet, as you do when you read the list in Figure 7.4.

Figure 7.4. Bullets in non-parallel form.