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"Uhmm, can you be more specific?"
How to use specificity in your copy.
Joe Portsmouth
October 25, 2023
Welcome to the 40th issue of Write On!
The newsletter that’s flying 40,000+ feet above your head right now on the way back to NYC.
Estimated read time: 2 minutes 15 seconds
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I find it to be most useful when I get hit by writer’s block. The quick outputs help with inspiration and getting that first draft down. Then I’ll get the final draft over the finish line with some tweaks and optimizations.
Being more specific about being specific
A common piece of advice that gets thrown around in the copywriting world is “be specific.”
Ironically, that’s pretty vague advice.
So let’s talk specifics.
Every hypothetical example below will be about selling mattresses.
Here are 5 ways you can be more specific with your copywriting:
1) Specific about who:
Bad: “Grab our new deluxe mattress.”
Okay: “Grab our new deluxe mattress designed for light sleepers.”
Best: “Grab our new deluxe mattress designed for light sleepers that share a bed with a significant other.”
By narrowing down the who, your copy leaves no doubt in the reader’s mind about whether the product is right for them.
2) Specific about location:
Bad: “The top-selling mattress in the country.”
Okay: “The top-selling mattress in NY.”
Best: “The top-selling mattress in Manhattan.”
Many people are passionate about where they’re from or where they live. Use that to your advantage where applicable.
3) Specific about the length:
Bad: “Improve your sleep quality with our new deluxe mattress.”
Okay: “Improve your sleep quality in weeks with our new deluxe mattress.”
Best: “Improve your sleep quality in 2 weeks with our new deluxe mattress.”
Clear timeframes proactively answer one of the main questions your reader is thinking about: “How long until I get value out of this?”
4) Specific about the problem:
Bad: “Our new mattress is designed to help people that struggle with getting sleep.”
Okay: “Our new mattress is designed to help people who toss and turn all night.”
Best: “Our new mattress is designed to help people who toss and turn all night, then wake up feeling groggy.”
Specific, painful problems are the ones that sting, and therefore, resonate the most.
5) Specific about the objection:
Bad: “Get better sleep without breaking the bank.”
Okay: “Get better sleep for a fraction of the other guys.”
Best: “Get better sleep for less than $3 per day.”
Cost is a big factor when purchasing a mattress. You can ease this concern by framing the price with a specific and relatable comparison.
💡 Bottom line: Try different angles of specificity to see what resonates most with your reader. You want your product or service to feel like it’s just for them.
Top Finds This Week:
📖 Storytelling: 5 steps to build your storytelling engine (with examples): (link)
💪 Writing Exercise: A daily 7-step process to get 1% better at writing copy: (link)
📜 Principles: What are “micro commitments” and how can you use them in your copy to persuade your reader? The answer here: (link)
✍️ Write On: Speak to the emotions behind the decision rather than the decision itself. Click for a quick example: (link)
That’s all for this week. Thanks for reading.
See you next Wednesday!
P.S. Whenever you’re ready, here’re two ways I can help you:
Write On ad slots are back open! Get your business in front of 15,000+ other entrepreneurs: (👉Grab an ad slot)
Keep your writing sharp all year round. Enjoy free lifetime access to my collection of Write On copywriting guides: (👉View all guides)
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