Being specific is more convincing

“Generalities roll off the human understanding like water from a duck” wrote Hopkins in Scientific advertising (in 1923).

Cut to today

Scrolling across product websites, and you will find copies with non-specific words like transform, seamless, supercharge etc. Rarely specific.

Let’s see a parallel example.

A salesperson answering- How are you different from your competitor?

S1: We are the best and the most economical option for small business accounting. We have better features.

S2: We have been rated by 76 SMBs as their top choice for accounting software. Plus, we are cheaper than our competitor by 18% at every pricing plan.

It’s a no brainer- S2 was more convincing. Specific details in conversations and landing pages show implied promise. They also ascertain that you have done some groundwork before making a claim.

Generality is like asking “How do you do?” when you have no intention of inquiring about one’s health.

Specifics sell, always.

Example-1

Example-2