Bullets Versus Sentences

In the previous chapter, we saw that all text slides come in only two options: bullets and sentences. Each of these options is quite different, with separate forms and functions. Keep them distinct.

A bullet is used to express a core idea. It takes the form of a headline. Look at any newspaper and you'll see that a headline is not a complete sentence. Basic English grammar tells us that a sentence must contain a subject and a verb. Many headlines don't contain a subject and a verb. Generally , headlines don't use all the parts of speech that complete sentences contain: articles (the, an, a), conjunctions (and, but, or), and prepositions (of, for, by, through).

Why are headlines written in this shorthand style? There are several good reasons. When fewer words have to be squeezed into an available space, the size of the letters can be increased, enhancing legibility. Furthermore, by providing the gist of the story in a few words, it's possible for readers to scan a page full of stories in a few seconds and pick out the ones of interest.

The same benefits, legibility and speed, apply to bullets in presentation slides. When you create a text slide containing bullets, you are, in effect, presenting headlines only. Where does the body text appear? Not on any slide. As the presenter, it's your job to put flesh on the bones of the headline bullets. The presenter provides the body text. The presenter is the focus of the presentation.

The presenter is the focus of the presentation.

This approach can make for a very crisp, clear presentation. You can summarize most of the concepts of your story (distilled in the Brainstorming process and organized into clusters) in two-to five-word headline-style bullets. Some typical concepts from any company story might include:

• Breakthrough New Product Line

• Experienced Management Team

• Exploding Market

• Targeted Strategy

How long would you be able to speak about any of these concepts as they apply to your business? Probably for several minutes each, if not longer. The optimal presentation, then, consists of the presenter providing the spoken body text for the headline-style bullets on the slides.

Then what about sentences? When should you use them in your graphics?

The only time you need a sentence is when you need to demonstrate verbatim accuracy. Use a sentence only when you're citing the specific words in a quotation, like this:

"PQR Technologies is the most exciting new business concept I've seen this year."

”Tom Hudson High-Tech Monthly

While full sentences are acceptable for quotations, most well-crafted presentations keep them to a minimum, relying primarily on bullets as headlines for text slides.

An important underlying reason for avoiding sentences on slides goes back to the basic principle of Audience Advocacy. Sentences are longer than bullets, and they usually extend over several lines. Therefore, reading them on the slide generally requires additional eye sweeps , making your audience work harder to absorb your message. Make it easy for the audience to take in your graphics. Minimize Eye Sweeps .