Last night I was at the Victoria Startup Meetup. There was a panel discussion about growing your company. One of the presenters pointed out that the most important thing to help educate customers was to introduce them to specific examples, right out of the gate.
My partner was an English major in University. He’s done plenty of analysis of specific pieces of work. Whenever we talk about them, he gets frustrated, because I tend to look at specific examples and try to extrapolate the general concept.
Generalizations help experts solve problems.
My first instinct in writing marketing copy is to go general. I know all the use cases, and I’ll try to write something that fits them all. Instead, to get good marketing copy, I try to fight the urge to generalize and focus on the specifics.
Specifics help people understand.