One common copywriting mistake can weaken your advertising before your prospect reaches the offer.

Generality.

When reviewing your copy, remember that one thing distinguishing a strong campaign from a mediocre one is the quality of the specifics and details.

That applies to your landing page, direct mail, email or video commercial.

Vague claims give your prospect little reason to believe you—or choose you.

Get to the Point With Specifics

Generalities result in anemic copy.

Specifics make your message more concrete and credible. They give your prospect something to evaluate.

Consider these examples from my original copy tip. The figures illustrate the principle; your own copy should use your actual, documented numbers.

Instead of:
“Our research and development costs were approximately a million dollars.”

Say:
“Our research and development costs were $992,422.”

The second statement communicates precision. It suggests that you know the facts behind your claim.

Use the same discipline with percentages.

If your research shows that 83% of users increased their productivity, say:
“83% of users increased their productivity.”

Don’t round it down to “80%” or replace it with “most users.” Where relevant, explain who participated and how the result was measured.

It is also important to be specific about awards and recognition.

Instead of:
“We have an award-winning company.”

Identify the award:
“We won the 2015 Human Resources of the Year Award.”

That original example demonstrates the principle. In your copy, use the exact award name, year and awarding organization.

Use Your Space Wisely

With a website or a direct mail campaign, do your research—and let it show.

Strategically incorporate specific details. Back up your claims with evidence.

Avoid paragraphs anyone could write without researching your audience, product or service.

Look at phrases such as “excellent service,” “fast delivery” and “superior quality.” What do they actually tell your reader?

If you promise fast delivery, explain how fast. If you claim durability, provide the relevant test or warranty.

Then connect that detail to the reader’s benefit.

Specifics create reality in your advertising. They help prospects understand what they will receive—and why they should believe you.

FAQs:

Q: Why are specifics more persuasive than generalities?
A: They give readers concrete information to evaluate. A precise description of a benefit, result or offer can make your message more credible.

Q: Should every claim include a number?
A: No. Specifics can include materials, processes, delivery terms, warranty coverage or named credentials. Use the details that help readers make a decision.

Q: Can I make a rounded number more precise for effect?
A: No. Precision must come from your records or research. Never invent digits to make a claim sound more convincing.

Q: Can too much detail weaken copy?
A: Yes. Include details that explain a benefit, establish credibility or answer an objection. Keep unrelated information out of the sales message.

Get a Free Critique of Your Copy

Is your copy hiding its strongest selling points behind generalities?
Contact Michael at CDMG for a free copy critique. Our team can help identify vague claims, uncover useful specifics and strengthen the reasons your prospects should respond.

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

About Craig Huey

Craig Huey is one of America’s leading direct response marketing and advertising experts. He is the founder and president of Creative Direct Marketing Group (CDMG), a direct response advertising and marketing agency specializing in direct mail, digital, and multichannel campaigns. CDMG has worked with hundreds of companies, helping them generate leads, sales, and measurable results through targeted, data-driven marketing. Craig is also the publisher of the Direct Marketing Update, a newsletter read by marketing professionals, business owners, and executives who want to stay ahead of the latest trends in direct response marketing.

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