Key Takeaways:

• Using specifics is a powerful but often overlooked copywriting technique.
• Detailed research uncovers concrete facts that strengthen sales copy credibility.
• Specific language helps prospects vividly imagine product benefits.
• Sensory details increase emotional engagement and memorability.
• Specifics differentiate your product from competitors using generic claims.
• Numbers and data improve logical appeal and trust.
• Detailed before-and-after examples clearly demonstrate improvement.
• Emotional reactions guide prospects toward the desired feeling and action.
• Rich, vivid details make copy feel more believable and persuasive.

There is one copy secret you don’t want to overlook.

Let me explain.

Famous ad man David Ogilvy didn’t write a word of copy before conducting 10 days of product research. By digging for details, he was practicing one of the greatest copywriting secrets of copy sales success: using specifics to sell well.

The words you use to paint pictures of your product’s benefits in a prospect’s mind have a lot of selling power.

Take this opening copy used by my newsletter client, International Living:

“You look out your window, past your gardener, who is busily pruning the lemon, cherry, and fig trees … amidst the splendor of gardenias, hibiscus, and hollyhocks.

“For a moment, you think you have died and gone to heaven. But this paradise is real and affordable. In fact, living this dream lifestyle costs half as much as it would to stay in your own home!”

Can you feel the “Wow!” factor? This newsletter is about retiring overseas, and the fine details make this story sound true in the reader’s mind.

They’re also what make this product unique. Most companies use similar language, which only serves to lump their products with competitors’ products.

Here are some other tips when using specifics to sell well:

• Deliver the detailed image first, then follow up with a product promise
• Focusing on sensory details (tough, sight, sound, taste, and smell) appeals to emotions
• For logistical appeal, use specific numbers. “Even at low engine speeds, the power units of the BMW X5 are quick to impress with a maximum torque of 400 Nm at just 1,300 rpm.
• Use details to show improvement: “Tim Johnson used to handle accounts payable by hiring a temp each month. Now he uses QuickBooks Automation Billing software, which cuts his time and cost by half.”
• Express an emotional reaction you want your prospect to feel. “When I read the latest test analytics report, I just about dropped my coffee mug. Let me show you what I mean …”
• Try “Technicolor details” in your copywriting and watch results soar!

Are you experiencing a loss of sales or leads? It could be your copy. Right now, I’m offering a critique of current sales copy—FREE! Call us at 615.933.4647 or email Michael at [email protected]. Together, let’s boost your prospects, sales, and profits!

FAQs:

Q: What is the main copywriting secret discussed in this article?
A: The main secret is using specific details to make sales copy more persuasive and believable.

Q: Why are specifics so effective in sales copy?
A: Specifics help prospects visualize benefits, trust claims, and emotionally connect with the message.

Q: How did David Ogilvy use specifics in his copywriting process?
A: He conducted extensive product research to uncover detailed facts before writing any copy.

Q: What role do sensory details play in copywriting?
A: Sensory details appeal to emotions by engaging sight, sound, touch, taste, and smell.

Q: How do specifics help differentiate a product from competitors?
A: They make the product feel unique instead of blending in with generic marketing language.

Q: When should specifics be introduced in sales copy?
A: A vivid, detailed image should come first, followed by the product promise.

Q: How can numbers strengthen copy?
A: Numbers add clarity, precision, and logical appeal to performance or cost-saving claims.

Q: What is an example of using specifics to show improvement?
A: Comparing a time-consuming old process with a new solution that cuts time and cost in half.

Q: Why is expressing emotional reaction important in copy?
A: It signals how prospects should feel and builds curiosity and engagement.

Q: What are “Technicolor details”?
A: They are vivid, colorful descriptions that bring copy to life and boost response rates.

Q: How can businesses identify weak copy?
A: Declining sales or leads may indicate copy lacks specificity and emotional impact.

Q: What solution does the article offer for improving sales copy?
A: A free professional critique to identify weaknesses and improve results.

About Craig Huey:
Craig Huey is President of Creative Direct Marketing Group (CDMGinc.com), a 30-year leader in direct response advertising and multi-channel marketing. Under his leadership, CDMG has:

• Tested more than 10,000 digital marketing variables.
• Mailed over 10 million pieces of direct mail in the last year alone.
• Won more than 120 awards for marketing excellence.

Craig is also the publisher of Direct Marketing Update, the trusted newsletter for company presidents and marketing directors looking to maximize ROI with cutting-edge, accountable advertising strategies.

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Contact Michael Oppenheimer at 615-933-4647 or email him at [email protected]. 

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