SPECIFICITY is so important because it takes what could otherwise be fuzzy, amorphous images and turns them into clear, sharp, and brighter pictures that people can better relate (and respond) to.

When you think about it, the words you’re now reading are just symbols, aren’t they? You and I happen to know what groups of these symbols (words) mean. When you’re faced with a larger group of these symbols (sentences) which were constructed in a poor manner, the images “installed” in your brain themselves are fuzzy, dull, muted, and incapable of causing action. They leave you unmoved–like a blurry picture on a movie screen–because the information transferred to you simply isn’t clear.

I dedicate an entire section on the importance of SPECIFICITY in my book “Cashvertising.” You hit the nail on the head when you said that tiny things make a big difference. Simple word changes (or additions) can really sharpen the focus of your presentation. Result? Clarity… understanding… and, ultimately, ACTION!

Keep up the great work, Val!

Success!
Drew Eric Whitman, D.R.S.
Direct Response Surgeon™