Vague language is the bane of marketing. It will put your prospect to sleep faster than watching C-SPAN after a big lunch. Consider common marketing phrases like “best customer service” or “highest quality products” or “state-of-the-art.” They say absolutely nothing because there is no specificity.
Headline Tip #5: Be Specific And Avoid Vague Language
If you want your headlines (not to mention your body copy) to be more interesting and have much more impact, then be specific with everything you say.
There are three small but powerful words that will help you avoid all forms of vague language in the future. The way they work is after every statement or claim, ask yourself this 3-word question: “Oh? How So?”
Let’s practice. “We offer the best quality products money can buy.”
“Oh? How So?”
See how it works?
Then, when you answer that question, ask one more follow up question: “Can you be more specific?”
For example, let’s say you’re selling a money-making opportunity. You may start out with a limp, boring headline such as…
“Make More Money Now!”
Nothing unique. Nothing specific. However… now you have a tool for making it better. Simply apply the two questions I just showed you… and you’ll start digging up some rich fodder for creating a unique compelling headline. Something more along the lines of this:
“How To Make $29,438.26 Within The Next 30 Days
Using A Little-Known Google Loophole That
Shows You Instantly Where The Money Is Being Made Online.”
Much more interesting, wouldn’t you say? All because we’re being more specific.
Just two more headline tips to go. Stay tuned… and be sure to download your copy of my FREE Guidebook on Persuasive Copywriting.
