Specifics sell, period.
When prospects are shopping, they don’t want to just read about a product’s features, they want to know why they should buy it. They want to be given an incentive - a reason to buy.
Using specifics makes the job of selling easier, because the copy contains no vagueness or ambiguity.
Here’s an example of a headline that I saw recently in The Vermont Country Store catalog. The item was combed-cotton pajamas and the headline read, “Featherweight Pajamas Won’t Cling or Stick to Your Body When Temperatures Rise.”
This headline alone could convince a woman looking for lightweight and cool pajamas to place an order. It is straight-forward and to-the-point and speaks directly to the important benefit to be gained from buying these PJs.
Another item in the same catalog used specificity to pitch the value of its Portuguese flannel sheet-blankets.
The copy began like this: “If you’re not familiar with old-fashioned sheet-blankets, you’ll find they’re just what you need to add another layer on bitter cold nights and have just enough heft on their own to keep you feeling “just right” on warmer nights.”
The copy continued with the sheet-blankets features, but that first sentence explained specifically why buying their sheet-blanket would be a smart move, which gives shoppers a reason to buy it.
So much selling power is lost when copy speaks in general terms. By focusing on specifics, your copy is much more persuasive and convincing, which ultimately produces sales.
Suzanne Quigley - Copywriter