Ditch the non-specific language and speak in specifics.
Cut the Fluff: Why Specificity in Marketing Matters
Let’s face it: over-the-top marketing language doesn’t work anymore. Phrases like “Best in the world” or “Lowest price in existence” don’t have any recall power and don’t leave an impression. In reality, such language can be damaging. It suggests a tendency to exaggerate an creates an impression of a disregard for the truth. Your audience immediately discounts you and moves on.
The Pitfall of Marketing Words
People are savvy. They recognize the cadence and word choices in marketing-speak, much like they do with poetry. For instance, an infomercial spokesman claiming “Best Quality” isn’t unconsciously branded as a liar. People allow for a certain level of sales and marketing speak, which is expected and even excused. But THIS is exactly why vague generalities are so easy to dismiss.
The Power of Specific Claims
On the flip side, when you make a specific claim, you are either telling the truth or lying. You see, your audience generally does not expect you to lie, especially in today’s instant fact-checkable world. Banner: (Was $100. Now $59.99) Therefore, a statement, a specific statement that has verifiable edges is usually accepted at face value. Actual figures and specific facts carry their full weight and effect. This is crucial in both written and personal salesmanship.
Real-World Examples
Consider a vendor who says, ( Banner)”Our prices are rock bottom.” Rock bottom of what? Where did they start? How do they compare with the competition? This statement will not create a lasting impression. But when he says,(Banner) “Our prices have been reduced by 25%,” the specificity gives someone something to grab on to.
Generalities hold no weight. They are akin to saying, “What’s Up?” without genuinely expecting an answer or even caring.. Specific claims, on the other hand, are taken at their true value when made in print.
Conclusion: Specificity Wins
A specific statement can be as concise as a general one, yet far more effective. If a claim is worth making, make it in the most impressive way possible. The difference is vast. When you’re talking to millions at an enormous cost, the weight of your claims is crucial.
In the world of marketing, specificity isn’t just a strategy—it’s a necessity. So, cut the fluff and make your claims count!
