Specificity vs. Vagueness

Why this matters

Vague claims ('high quality,' 'fast,' 'easy to use') are invisible to readers because they contain no information the reader can verify or visualize. Specificity — a number, a named outcome, a concrete scenario — is what makes a claim land and stick.

Try it yourself

1. Find 5 adjectives in a piece of your copy and replace each with a specific fact, measurement, or named outcome that proves the same point.
2. Read a competitor's homepage and list every claim that could apply to any product in the category without changing a word — those are vague claims.
3. Rewrite one vague headline on your site by adding a number, a timeframe, or a named user type.

References

• Copyhackers — Specificity in Copy