diff --git a/README.md b/README.md
index b80b046..da829e7 100644
--- a/README.md
+++ b/README.md
@@ -24,6 +24,7 @@ The above would work with this HTML:
 		<li>Two</li>
 		<li>Three</li>
 	</ul>
+**Note**: in case there is a rich content inside li items, attribute **data-text** can be set for each item and it's used for filtering as the most priority.
 
 Options
 -------
diff --git a/jquery.fastLiveFilter.js b/jquery.fastLiveFilter.js
index bd53494..091804d 100644
--- a/jquery.fastLiveFilter.js
+++ b/jquery.fastLiveFilter.js
@@ -33,7 +33,7 @@ jQuery.fn.fastLiveFilter = function(list, options) {
 		for (var i = 0; i < len; i++) {
 			li = lis[i];
 			innerText = !options.selector ? 
-				(li.textContent || li.innerText || "") : 
+				(li.dataset.text || li.textContent || li.innerText || "") : 
 				$(li).find(options.selector).text();
 			
 			if (innerText.toLowerCase().indexOf(filter) >= 0) {