The business and advertising world understands the power that words hold on the public. The right message, delivered at the right time, can lead to millions of dollars in revenue.
And while that's not exactly news to you, odds are that specifics are.
That's right ― specifics. The more detailed your copywriting is, the higher it converts, pretty much every time.
For example, take this iPad Pro page from Apple. Instead of just describing the display with a series of measurements and materials used for production, they actually took it above and beyond.
They used the details that their target audience would not only understand but be excited by:
"The edge-to-edge Liquid Retina display is not only gorgeous and immersive but also features incredibly advanced technologies.
1 Like ProMotion, True Tone, and industry‑leading color accuracy, which make everything feel responsive and look stunning.
Quite simply, this combination of features makes it the world's most advanced mobile display."
Notice certain areas stand out. Edge-to-edge Liquid Retina display, rather than just a display with some measurements. Instead of ending the sentence with "advanced technologies," they actually listed what those technologies are, and how that benefits customers.
And rather than just claiming it's the world's most advanced mobile display, they actually list the reasons why right above. Then, and only then, do they actually make their bold statement (best ever).
Every feature is described in detail. It's so descriptive and captivating. Enticing, really...
And it's all thanks to specifics.
Lucky for you, this isn't as tedious or time-consuming as it looks. In this post, we're diving into 7 ways to boost conversions by being hyper-specific with your copywriting.
Let's get started.
The most fundamental way to ensure your writing is as specific as possible is to streamline your message...
And that usually means focusing on one message and one topic per section of copy.
For instance, let's pretend you run a SaaS company, and you want to write about the 5 things your tool offers that no other competitive tool does. Your point? That your product is original and far more valuable than the competition. This is a very specific point.
Notice how much more impactful that is than saying "the 5 things that make my SaaS product so good." This angle would be general, boring, and frankly, useless.
For the original angle, you'd use each section of your piece to highlight the reasons why your SaaS product is better than any others out there.
Here are 3 tips to avoid meandering:
In copywriting, there's this tactic called visual copy. Basically, it's when you take a page out of every fiction writer's handbook and write in a way that helps customers and prospects imagine something.
For instance, if you're writing copy for warm prospects, you're likely going to help them imagine life after conversion. How will your offer change their lives? What will that look like? How will they feel, and live after this solution?
The more you can paint the picture for them, the more sucked into the idea they get, making the urge to convert even stronger.
Here are 3 tips to help you tap into a fiction writer's mind temporarily:
A good way to kick off a story and get people's attention automatically is to use unexpected words and phrases. Something that shocks and draws in the audience. Something totally out of left field.
For instance, if someone wrote "The world's first-ever purple banana ― taro and banana's delicious love child," you can bet people would stop in their tracks. Why? Because it's something completely unheard of.
Suddenly, they want to know if it tastes good, if it's the same size as a regular banana, or what shade of purple it is. They want nutrition information and details. One statement makes this blow up.
Of course, this example is more about having a revolutionary product to begin with, but the same can be done with any offer, no matter how mundane. If it's a TV that you're selling, it can have features that few others do or might come in colors that others do not.
At the very least, it can be described in a way that makes the item stand out, even if it's ordinary.
For instance, "Transport yourself into the tropical island of your dreams, with crystal clear waters, a cool breeze, and plenty of coconuts to drink and eat... All from the comfort of your very own couch."
Notice how we focused on one aspect of owning a TV that makes it special and necessary. It's more than a TV, it's a hassle-free teleporter.
Here's a list of 228 common adjectives to get you started.
I want you to imagine for a second that you are in dire need of a new house. Your apartment life days are draining on you, there's relatively no space to entertain, and storage is basically an ever-elusive thing you can only dream about.
You can't possibly organize everything nicely anymore, no matter how hard you try. And when you go about your life, you feel the strain of not having essential needs like a garage, a dedicated workspace, or a walk-in closet.
So you do the logical thing: you save up, you find a highly-rated realtor, and you get a house, right?
Well, sure, but it is not that easy. On top of having to save up for a long time, you still have a mountain of paperwork to fill out. Not to mention, finding a house to suit your needs is a hard task.
The realtor needs to solve that for you, sure, but if they're not doing a good job, you might want to go with someone else.
Basically, it's a lot to manage, so if there was a realtor who guaranteed to cut the paperwork by half, you'd likely pay attention.
In other words, people like simple things. The easier you can make something seem, the better the odds of converting.
Which means, when you're explaining your offer, it needs to tick a few boxes:
If people are left scratching your heads, wondering what it is they're reading, or how on earth you're making their life easier, then it's not simple enough. And when things aren't simple, you're giving them the task of having to figure out your message, which is more work.
Few people are going to want to do that.
So here are 3 tips to making sure your offer ticks all the boxes:
Next up, it's time to connect the dots. This means using simple language to easily define your offer specifics.
Most landing pages have this, usually above the fold, right before a CTA button. It's a series of bullet points that highlight offer specifics that entice readers into converting.
But if you do it right, that's just your most important bullets. Throughout the rest of the landing page, in at least 1 other section, there will be a longer list of benefits highlighted.
The point of this is to prove to people that your offer is something:
And it needs to all be presented in a way that keeps language simple and easy to understand.
So, for instance, if your business is highly technical and hard to comprehend, you'll have to find a way to dumb down the specifics enough to make them easily comprehended, without losing the weight of every point made.
Here are 3 tips to ensure you're elaborating on offer details simply:
Bonus formatting tips for landing pages:
Not to give you a grammar lesson or anything, but let's refresh on 2 elements:
Why is this important? Simple: pronouns have a way of making copy seem vague, incomplete, and unclear, while proper nouns aren't afraid of getting specific.
The use of proper nouns makes your copy far more clear and easy to understand, regardless of the topic, length, or platform.
For instance, let's imagine you're writing landing page copy for a banana crate subscription called Banana-o-Rama Crates:
"Banana-O-Rama Crates is the subscription service designed for banana lovers and connoisseurs alike. We guarantee to deliver within 24 hours ― no matter where you are in America. No one can beat us in quality, speed, or taste. We have what you've been craving."
Notice, the copy doesn't focus and elaborate on one aspect of the subscription service. It's kind of all-encompassing, within one paragraph, which automatically muddles the messaging.
But then also, the name of the subscription is only mentioned once, at the beginning. The rest of the copy uses "we" and "us."
Here's another version:
"Banana-O-Rama Crates is the subscription service for avid banana lovers and connoisseurs. With guaranteed 24-hour national delivery, delicious taste, and top-notch quality, Banana-O-Rama Crates is truly what you've been waiting for all along."
Notice, streamlining the messaging, and mentioning the name of the subscription service twice immediately made things clearer. Simple tweaks are enough to take the copy from mediocre, to informative and thoughtful.
Here are 3 tips to help you say no to pronouns:
This is something I've mentioned before, in several of my other posts, so if you've read through my blog, you already know...
All of your copy needs to read like you're talking to one person. Not two, not a group of 50 ― just one person.
The reason being is that humans are naturally pretty self-centered. It's not necessarily a bad thing, it's just a human thing.
People like feeling like you're sharing something valuable with them in a one-on-one setting. They like feeling like you're focused on them, not a whole group of strangers.
Not only does it make them feel special, and like you're trying to help them specifically...
It also comes across like you're in it for more than just a sale.
Just think about it this way: if you're in a seminar, and there are at least 100 people there, do you feel special?
Not really, right?
You know the person speaking upfront is just trying to lure you in. And the people in the audience are there to potentially buy-in.
But if you walk into a store, shop around, and then get asked if you need help from an attendant...
Even if you pull the classic "No thanks, I'm just looking around," you still feel special...
Because you were singled out from everyone else in the store. You were offered assistance. And if you'd said yes, that attendant would have taken you to the right department, searched for an item you're interested in, and made sure to find a solution for your pain point.
In other words, your copywriting works that same way. It should feel like you're talking to one person, at all times, no matter what.
Here are 3 tips to help you write for one person:
Well, it's been a journey, but hopefully, now you can see just how important specifics actually are in copywriting. They can take an otherwise bland, boring, and alienating message to new, high-converting heights.
It's easy to boost sales when your audiences feel understood and represented. And the best way you can possibly do that is with specifics. It shows them exactly what they stand to benefit by converting.
Not to mention, specifics help prove that you know what you're talking about and help build trust and credibility. Nothing grows your audience faster. From there, all you need to do is nurture them into loyal customers.
So do yourself a favor and keep these tips in mind. Apply them whenever you need to write something, whether it's a landing page, sales letter, email drip, etc.
And if it all seems like too much work, or you simply lack the time to do it right, don't be afraid to outsource. Experts like us are always ready to take on the next big project and help businesses out with their messaging.
Want higher conversions on your landing pages, sales letters, emails, or ads? It might be time for you to work with an expert copywriter. I’ve driven tens of millions of dollars in revenue for hundreds of clients over the past 10 years — including some of the largest B2B companies and digital brands in America.
Using my words, I’ll tap into your prospects’ deepest desires, deploy my menagerie of psychological sales triggers, and prime them for the sale. The result? More wins for your business and more revenue and profits in your pocket. Sound interesting to you? Click HERE to learn more about my copywriting work and see if we’re a good match.
High-converting direct-response copy for growing B2B companies and disruptive digital brands.