Specificity Is Your Key To Consistent Cash

There's two types of language. Vague language and specific language. Most people are familiar with specific language. It goes something like this:

Our company is 27 people strong, and we've been in business for 4 years. Our sales have grown by an average of 56% per year, putting us in the top 14% of all mid-sized widget producing companies. We sell widgets to 38 of the contiguous United States and our average delivery time is 2.3 days.

Wow, that's pretty boring.

Consider this:

Our company has plenty of happy employees that love working for us. We've been in business for a while and our sales have been booming. We are highly ranked and we sell widgets to pretty much everybody. When people like you order widgets, we get them in their hands lickity split.

It's generally accepted that vague language is much better for generating buying emotions. It's much easier to paint a picture, because the specifics are filled in by the mind of the reader. This means you'll connect with a lot more people.

Only those few who are moved by dry stats will be moved by the first paragraph. Even a portion of those won't be swayed, because the specific numbers might not meet their expectations.

But should you always use vague language? Nope. Why?

Consider this "close":

This product is running out. If you want it, you'd better get it. Supplies are limited! Pretty soon there won't be any left!

Sounds like something you've heard a million times. So it likely won't work.

But what about this:

There's only 17 products left, and they are selling fast, about three a minute. That means in about six minutes, there won't be any left. In fact, by the time you've finished reading this, there's probably only 12 left! You've got 57 seconds left! Order now before it's too late!

In case you're wondering if this is effective or not, check it now next time you order from Amazon. They always tell you exactly how many books are left. The lower the number, the more likely you'll order right now.

The basic structure then is to use plenty of vague language when building up interest in your product or service. Then use specific language when giving your readers a reason to by right now.

You don't have to use scarcity, but it sure helps. You can also simply describe the buying process:

When you click on the button below, you'll be directed to our sales page. Then after filling in your information, your order will be processed by one of our 14 highly trained order processing staff members. It usually takes them about an hour to make everything is perfect. Then they'll ship it out via Fed EX, so you'll get it within 24 hours. When it comes, it will be in a box about eight inches by eight inches. As soon as you open it, you'll have your product, as pictured above. Then you can start using it right away!

See how easy that is?

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