Don’t settle for vague “guesstimates.” Make your copies more compelling with these specificity tips! [Tuesdays: “Write with the Pen of the Masters”]
According to the Father of Modern Advertising, Claude C. Hopkins,
“The growing respect in advertising has largely come through a growing regard for its truth.”
One form of that truth?
Using definite statements instead of vague ones!
In other words…
BE SPECIFIC!
Hopkins said that specific facts, when written, have their full weight and effect.
For example:
Simply saying, “Our products’ prices have been reduced” will pass through your readers’ minds without creating any marked impression.
Why?
It’s because the statement lacks the necessary information to convince readers to buy from your brand.
On the other hand, when you say, “Our products’ prices have been reduced by 30%,” consumers get the full value from your announcement and chances are they will be more motivated to buy your products.
Specificity is important in both written and verbal salesmanship. The more specific you get, the more value you attach to your brand’s offerings.
So… how can you exercise being specific in writing copies?
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Focus on one topic.
It’s hard to get specific if you’re talking about a whole bunch of different things in just one copy.
In that case, you risk confusing your readers because your thoughts are all over the place!
To avoid that from happening, identify the main point of your copy first before putting pen to paper. This will help you visualize and plan how you’ll write your draft.
Additionally, focusing on one topic helps engage your readers’ imagination. The more specific your statements and other information are, the easier it will be for consumers to make tests, comparisons, visualizations, etc.
If you feel like the main topic you’re writing about in your copy has some important sub-topics worth mentioning as well, that’s okay.
But!
To keep things organized, make sure you place specific headers to separate different sections in your content. This will let your readers know that the next part is a different topic, preventing them from confusing one thing with another.
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Use numbers and other data to paint a clearer picture in your readers’ minds.
According to Stanford Business School Professor Chip Heath and Corporate Education Consultant Dan Heath, the human brain retains ideas and statements with more concrete information.
One of the ways to make your statements more concrete in your copies?
Use specific facts, numbers, examples, etc.!
For instance:
Writing, “Save up to 50% of your money when you avail our package deal” is more impactful than saying, “Save money when you avail our package deal” because the first one says more about how much a customer will save when he or she buys a particular product.
Numbers improve readers’ perception of the product or service you’re selling in your copies.
When these data clearly demonstrate the efficacy of your offerings, chances are many consumers will be motivated to buy from your brand.
However, take note that using numbers to make your copies specific doesn’t necessarily mean being accurate, such as attempting to write down the full value of pi, which is at least 3.1415926535…
If the data you’ll use include decimals, just round off to the nearest whole number to avoid giving your readers a hard time taking in too many figures.
Remember what 18th century author Carveth Read said:
“It’s better to be approximately right than exactly wrong.”
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Keep your copies targeted.
As a writer, you shouldn’t just be specific about the content of your copies. You should also be specific about who will read them.
In other words, be mindful about who your target audience is as you write your drafts!
According to Claude C. Hopkins, specific content will matter most to a specific group of people.
That is why the term, “target market” exists.
To make the information in your copies more specific and concrete, make sure you understand the needs and wants of your main customer segment.
This is because when you know your target market’s demands, preferences, pain points, etc., you’ll have an idea on how to make your content specifically appealing so they’ll be compelled to act on your brand’s call-to-action.
Another thing to include in your specificity checklist: Let your customers relate to your copies by using the right messaging, phrasing, wording, and other elements such as images and other visuals.
If appropriate, you may also mention to whom your brand’s offerings are made so readers know you’re talking to them.
… and always remember to write to your target market in a conversational manner!
That way, you won’t just appeal to them through specific content but also keep them engaged as they read your copy!
According to “CopyHackers” author Joanna Wiebe,
“Vague is the enemy of conversion.”
That’s true―a vague “guesstimate” won’t have the intended impact on your readers because there’s doubt that clouds their minds.
Without the necessary concrete facts in your copies, customers and prospects might think you’re just making things up or exaggerating.
On the contrary, including specific details in your content helps convey to your readers that you are telling the truth. This makes them trust your words more and perceive your brand as credible.
Claude C. Hopkins has a similar stance with Wiebe when it comes to being specific.
He said,
“No generality has any weight whatsoever. It is like saying, ‘How do you do?’ when you have no intention of inquiring about one’s health. But specific claims, when made in print, are taken at their value.”
Capture your target market’s attention, spark curiosity, and produce an aura of authenticity through specificity in your copy!
With these guidelines in mind, you’ll get one step closer towards increasing your customer conversion rate!
About The Dynamic Marketing Communiqué’s
“Tuesdays: Write with the Pen of the Masters”
Who doesn’t find content writing to be a skill that requires a lot of practice and effort?
In fact, many people may even find copywriting very intimidating.
However, you can be a good writer as long as you have the right tools. You won’t always get things right the first time, but with enough time and practice, you’ll get the hang of it!
When you write a copy for any brand or for your company, your aim is to make an impact and…
…to get people to remember.
Getting people to remember means getting consumers to buy your product or to avail of your service.
And when you get your content to deliver the results you want, THAT is a great copy!
Every Tuesday, we publish content based on tips and insights from the masters of content writing, copywriting, and storytelling.
Become more familiar with ways to write great copy that helps you gain ROI from your efforts, drive profitability, and achieve your business goals.
Learn time-tested tactics that better capture the attention of your target audience, and maximize the benefits of great copywriting.
Hope you found this week’s insights interesting and helpful.
Stay tuned for next Tuesday’s “Write with the Pen of the Masters!”
Cheers,
Kyle Yu
Head of Marketing
Valens Dynamic Marketing Capabilities
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