Ever noticed that our eyes gloss over most marketing messages?
Instead of reading intently, we’re skipping ahead.
That’s not what you want when you’re trying to convey an important message to your audience.
So, how do you get them to pay attention?
I gave it away in the headline: be specific.
Let’s try a little experiment where you can see for yourself how specificity works.
I’m going to show you one sentence at various levels of specificity. Then tell me which one you find most interesting.
When your clients have to follow up regarding the service they’ve booked…they’re anything else but impressed.
When your clients have to contact your company to find out when the technician will arrive…they’re anything else but impressed.
When your clients have to call your customer service team 3 times to find out when the technician will arrive to repair their leaking washing machine … they’re anything else but impressed.
Do you notice the difference? The last sentence is way longer than the first one but packed with little details that paint a picture of the scene.
Specific, visual language draws our attention and makes messages memorable.
So, whatever you write next…think about which generic words you can substitute for specific examples.