diff --git a/lua/bullets/actions.lua b/lua/bullets/actions.lua
index 244e232..cb75b0d 100644
--- a/lua/bullets/actions.lua
+++ b/lua/bullets/actions.lua
@@ -4,11 +4,54 @@ local function feed(keys)
   vim.api.nvim_feedkeys(vim.api.nvim_replace_termcodes(keys, true, false, true), "n", false)
 end
 
+local function parse_standard(line)
+  local indent, marker, spacing, text = line:match("^(%s*)([-*+])(%s+)(.*)$")
+  if not marker then
+    return nil
+  end
+
+  return {
+    indent = indent,
+    marker = marker,
+    spacing = spacing,
+    text = text,
+  }
+end
+
+local function at_eol(line)
+  return vim.fn.col(".") == #line + 1
+end
+
+local function insert_line(lnum, line)
+  vim.api.nvim_buf_set_lines(0, lnum, lnum, false, { line })
+  vim.api.nvim_win_set_cursor(0, { lnum + 1, #line })
+end
+
 function M.insert_new_bullet()
-  if vim.fn.mode() == "n" then
-    vim.cmd.startinsert({ bang = true })
-  else
+  local mode = vim.fn.mode()
+  local lnum = vim.api.nvim_win_get_cursor(0)[1]
+  local line = vim.api.nvim_get_current_line()
+  local bullet = parse_standard(line)
+
+  if mode ~= "n" and not at_eol(line) then
+    feed("<CR>")
+    return ""
+  end
+
+  if not bullet then
+    if mode == "n" then
+      feed("o")
+      return ""
+    end
+
     feed("<CR>")
+    return ""
+  end
+
+  insert_line(lnum, bullet.indent .. bullet.marker .. bullet.spacing)
+
+  if mode == "n" then
+    vim.cmd.startinsert({ bang = true })
   end
 
   return ""
diff --git a/lua/bullets/init.lua b/lua/bullets/init.lua
index 1d465cd..9fdcdb9 100644
--- a/lua/bullets/init.lua
+++ b/lua/bullets/init.lua
@@ -64,8 +64,8 @@ end
 
 local function add_plug_mappings()
   map("i", "<Plug>(bullets-newline)", function()
-    return actions().insert_new_bullet()
-  end, { expr = true })
+    actions().insert_new_bullet()
+  end)
   map("n", "<Plug>(bullets-newline)", function()
     actions().insert_new_bullet()
   end)
diff --git a/test/bullets_spec.lua b/test/bullets_spec.lua
index abfc346..d886ce5 100644
--- a/test/bullets_spec.lua
+++ b/test/bullets_spec.lua
@@ -1,4 +1,5 @@
 local helpers = require("test.helpers")
+local active_it = it
 local it = pending
 
 describe("Bullets.vim", function()
@@ -9,7 +10,7 @@ describe("Bullets.vim", function()
     end)
 
     describe("on return key when cursor is not at EOL", function()
-      it("splits the line and does not add a bullet", function()
+      active_it("splits the line and does not add a bullet", function()
         -- G$i places cursor on last char 't' in "- this is the first bullet"
         -- i inserts before 't', CR is deferred (not at EOL), splits the line
         -- then "second bullet" is typed before 't': "second bullett"
@@ -36,7 +37,7 @@ describe("Bullets.vim", function()
     end)
 
     describe("on return key when cursor is at EOL", function()
-      it("adds a new bullet if the previous line had a known bullet type", function()
+      active_it("adds a new bullet if the previous line had a known bullet type", function()
         helpers.test_bullet_inserted(
           "do that",
           { "# Hello there", "- do this" },
@@ -102,7 +103,7 @@ describe("Bullets.vim", function()
         )
       end)
 
-      it("adds a new - bullet with right padding", function()
+      active_it("adds a new - bullet with right padding", function()
         helpers.test_bullet_inserted(
           "second bullet",
           { "# Hello there", "-   this is the first bullet" },
diff --git a/test/poc_spec.lua b/test/poc_spec.lua
index 27f8d18..9e2f9c8 100644
--- a/test/poc_spec.lua
+++ b/test/poc_spec.lua
@@ -7,7 +7,7 @@ describe("Bullets.vim", function()
     assert.equals(2, vim.fn.exists(":InsertNewBullet"))
   end)
 
-  pending("inserts a new bullet on <CR>", function()
+  it("inserts a new bullet on <CR>", function()
     vim.cmd("enew")
     vim.bo.filetype = "text"
     vim.api.nvim_buf_set_lines(0, 0, -1, false, { "- first item" })