It's easy to stand behind a message that's clear and specific.
Sometimes marketing feels like throwing rocks into a dark pit. “Well,” you think. “Maybe it’ll hit something down there.”
Sometimes, it feels like throwing rocks into a still pond. Seeing all the lovely ripples just makes you want to chuck another, bigger rock in there.
Stronger messages make ripples.
Clear and specific messages help an interested reader see you and your business. Having that clear picture helps them decide to buy from you. We love this.
What Makes Copy Clear?
Clarity means your reader understands your message instantly.
Clear copy can make the difference between “who cares” and “shut up and take my money” understanding.
Clear Copy Tactics
Keep these tricks in your back pocket when editing a first draft.
Use simple, direct language.
You don’t have to sound fancy. Use the words your customers use.
BEFORE: Our clinic utilizes several support personnel including licensed therapy aides, though you will mainly work with your assigned therapist.
AFTER: You’ll primarily be seen by your regular physical therapist. At times, you may see other support staff including licensed therapy aides.
Keep sentences short and focused.
Some of us were born to ramble. That’s a beautiful thing. But when it comes to copywriting, try to keep it to one idea per sentence. Be careful about multiple lists in one sentence.
BEFORE: If you’re exhausted from working constantly for unpredictable earnings, having difficulty attracting ideal clients, and questioning why others appear to be thriving while you’re barely getting by, then it’s time to stop experimenting blindly and start applying the tested methods that have enabled countless business owners to transform their ventures into successful, efficient operations that finally return your time and autonomy.
AFTER:
If you are:
- Tired of working endless hours for inconsistent income
- Struggling to find quality clients
- Wondering why everyone else seems to be succeeding
- Feeling stuck in survival mode
- Guessing at what to do next
Take back your time and freedom.
Start implementing the proven strategies that have helped hundreds of entrepreneurs transform their businesses into profitable, streamlined operations.
Cut unnecessary words.
Cut to the point when needed.
BEFORE: If you’re tired of working super long hours for income that turns out to be inconsistent, then it’s time to stop guessing and start implementing proven strategies that really work.
AFTER: If you’re tired of working long hours for inconsistent income, stop guessing and start using proven strategies.
Structure information logically.
Think through what your reader needs to know first, next, last. Use transitions to guide readers from one idea to the next. Make the most of headers and formatting.
The Clarity Test
Ask a buddy to scan your page for 60 seconds.
Possible questions: What does this business sell? What’s in it for the reader?
Advanced: try running a 5-second test.
What Makes Copy Specific?
Specificity means replacing abstract ideas with concrete details.
Specific copy doesn’t just tell—it shows. “I’m tired” doesn’t hit like “My eyelids weigh one hundred pounds.”
Give your readers something to grasp and remember.
Specific Copy Tactics
Create a picture.
Don’t ask people to imagine making enough money for a vacation. Ask them to imagine ordering a crisp Diet Coke in first class.
Shout out numbers and outcomes.
“Our clients save time” doesn’t make an impression.
“After Joan saved 5 hours a week, she started training for a half marathon on her lunch breaks instead of catching up on email” does something better. It gets your reader’s brain working on what their future life will look like with your solution.
(And you’re not making claims about what it COULD do. You’re talking about what it DID do. Trust factor, baby.)
Include context your reader needs or cares about.
If your community includes a private Slack group—cool. But what’s going on in that Slack group? Are people becoming friends, referring business to each other, having coffees, having fun?
Ask, “Why does my reader care?”
It’s easy to get abstract, describe what we do from our own perspective, and skip over important bits that seem obvious from the inside.
The Specificity Test
Could a competitor write the same thing? Does it create a picture? An emotion?
Tactics Aside...
Sometimes, the hard part isn’t communicating to our clients. It’s being clear and specific with ourselves.
- What’s the outcome of this service for your business? How does it serve the bottom line, your long-term goals, and your ideals?
- What’s the outcome for your client? How will this serve them in 5 days and in 5 years?
- What unique ability do I bring to this?
Digging into this deeper clarity helps you stand behind your service, feel confident, and get your offers selling like fresh cider doughnuts at the pumpkin patch.
A Clear + Specific Workshop
Let’s meet virtually to talk about clear and specific copy really looks like.
FREE WORKSHOP: 30 minutes. Short and sweet. Come away with a sharper eye for vague language.
PAID WORKSHOP: 60 minutes. We can use your personal examples if you’d like. Sliding scale price includes access to one-on-one follow-up.
Not in a workshop mood? Get a free 5-minute mini audit. I’ll look over any page of your site and give you my 5-minute opinion on how to clarify and specify.
Either way, you’ll create copy that’s not just readable or informative—but persuasive, memorable, and effective.