Be specific. Get to the point. Cut the faff.

I’ve talked before about how being clear is far more important than being clever. In fact, I wrote a blog about it.

Today, we’re talking about Clarity’s sister, Specificity.

It’s so easy to overthink and overcomplicate when you’re writing stuff.

I’d even go as far as to say that if you do find yourself staring at a horrendous piece of writing and tearing out your actual hair, chances are you’ve made things far more complicated than they need to be.

Yes, you need to know who you’re talking to.

Yes, you need to know what they care about.

But then you just have to say the damn thing.

And be as specific as you can.

Here are some examples...

On Outcomes:

Vague: "We help people plan for retirement."

Specific: "Our financial advice helped Colin over here retire early and buy that boat he's always wanted."

On the Hero (the person you help):

Vague: "For ambitious business owners who want more."

Specific: "For the founder who's brilliant on discovery calls but breaks into a sweat when it’s time to up their prices."

On the Problem:

Vague: "Marketing can feel overwhelming."

Specific: "You've rewritten your homepage four times, and you still trip over your words when someone asks what you do.”

(Btw, I can help with that one☝️)

A Case Study Headline

Vague: "How we helped a client achieve their goals."

Specific: "How our marketing funnel filled a 30-person yoga retreat.”

When you do this, your message lands without the reader having to burn any brain calories.

It also sounds more like evidence than marketing fluff.

And it conjures up images. Nice ones. Ones your readers would like to bring into their own lives.

Granted, it’s easier said than done.

I have to check my own stuff all the time because, you know, I’m a human being and sometimes my brain gets so tired from arguing so much about the Oxford comma.

(I would marry one if I could, and if you don’t use them, you’re wrong.)

Luckily, there are a few checks and balances you can use to help you stay on track.

First off, look for words like "growth", "results", "success", "support" and "solutions" (yuck) in your copy. These are all placeholder words.

If you spot one, you’re probably being vague.

Then, replace each one with a number, a moment, or a thing.

Then, read each sentence out loud (yes, out loud) and ask yourself: could my competitor say exactly this?

If the answer is yes, then it’s probably not specific enough. Nobody else helped that Colin buy that boat he now won't stop going on about.

And while we’re at it, leave out the filler. Nobody wants it. If you have words that don't have a clear job to do, cut them.

On that note…that’s all for this fortnight.

Just remember, your prospective clients don’t need you to be clever. They’re not hiring a creative writing tutor. They just want to know that you understand their problem and you can solve it.

So, just say the damn thing.

TTFN x

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