You mean gold dots? LOL....you obviously bought Gold Dot bullets instead of Gold Dot ammo.
You can reload them if you want to open a huge can of worms/hobby and spend some more money and time....or you can return them and tell the guy on the phone "bro, bro...i need gold dot AMMO!"
Speer is also a huge reloading manufacturer, so you have to be clear when ordering Speer that you're asking for ammo, not bullets.