Making vague promises in your copywriting is easy but they don’t do much for your credibility. In fact, watered down statements water down your reputation, as savvy shoppers are naturally suspicious at the lack of detail.
“What are you hiding?” they ask.
Being specific in your copywriting might mean that you don’t get to talk about every aspect of your business. Being specific makes you choose what’s important and spell it out. Being specific makes you keep your promises.
Because being specific means you’re telling the truth, or you’re a liar.
Words like lots, more, many, great, better, quickly, faster and cleaner (just to pick a few) make you sound like you might deliver but, in truth, they don’t say much at all. If you want to turn up the dial on your credibility, you need to be more specific.
You can save lots – tell me how much.
You can save up to 17% off your next bill.
You can save up to 25% off the total order which, on average, is more than $125.
You’ll save seven minutes on each load of washing, which is a day each year. A day you could be doing something much more fun.
We have more chocolate chips in our cookies – tell me how many more.
There are two tablespoons of rich dark chocolate chips in every cookie.
There are 65 chocolate chips in every cookie, making it the chocolatiest cookie in town.
Fast call-back – tell me how fast.
We guarantee you’ll get a call-back in 4 hours or fewer.
Our team responds to your service request in 30 minutes.
Bottles are washed during brewing – tell how many times.
Our bottles are washed four times in water kept at a constant 83C so all you get is the delicate flavour of our fruity floral pale ale.
When asked, most people agreed – tell me how many people, in actual numbers.
52 out of 70 people plus one very smart dog agreed that…
See what I mean?
More detail = more believable = more credible.
Turn your business into the one that tells the whole truth rather than the one that talks in mores and manys.