#3 Do you deal in specifics?
Posted: Wed Jan 29, 2025 10:34 am
The specific is the most important thing. Dealing with the specific is a skill you need to learn if you want to create effective texts, sales offers or conduct a good conversation with a potential client.
How to understand what operating with concrete means? Read the following sentence:
We produce a variety of preparations for different purposes.
This sentence was posted on Facebook by one of my internet friends, Piotr, who added the following comment:
One sentence and I already know what the company does.
Of course, the comment was ironic, because I can imagine a lot of companies that france rcs data could write something like that. Heck, even a number of industries! And the truth is, after that sentence we don't even know what product category we're dealing with.
How to deal with such messages?
If you want to avoid these types of traps, which come quite naturally to us in the writing process (after all, they sound wise, serious, dignified), all you need to do is start asking yourself two questions about individual words and entire phrases:
What does it mean?
What follows from this?
What does it mean “different preparations”? What is “different purposes”?
These two questions solve the problem for us, because we know that such a sentence should not have been created, or should have been written differently.
If you want to learn a bit more about this kind of text editing by asking yourself questions, reach for one of the earlier episodes of the podcast "Konkretnie o Marketingu". In it, I talk more about using the language of benefits and my own 3 Z Technique . It helps to extract benefits from things that only seemingly communicate them, but in practice are too imprecise.
The second question – what follows from this – is related to the next point and question.
How to understand what operating with concrete means? Read the following sentence:
We produce a variety of preparations for different purposes.
This sentence was posted on Facebook by one of my internet friends, Piotr, who added the following comment:
One sentence and I already know what the company does.
Of course, the comment was ironic, because I can imagine a lot of companies that france rcs data could write something like that. Heck, even a number of industries! And the truth is, after that sentence we don't even know what product category we're dealing with.
How to deal with such messages?
If you want to avoid these types of traps, which come quite naturally to us in the writing process (after all, they sound wise, serious, dignified), all you need to do is start asking yourself two questions about individual words and entire phrases:
What does it mean?
What follows from this?
What does it mean “different preparations”? What is “different purposes”?
These two questions solve the problem for us, because we know that such a sentence should not have been created, or should have been written differently.
If you want to learn a bit more about this kind of text editing by asking yourself questions, reach for one of the earlier episodes of the podcast "Konkretnie o Marketingu". In it, I talk more about using the language of benefits and my own 3 Z Technique . It helps to extract benefits from things that only seemingly communicate them, but in practice are too imprecise.
The second question – what follows from this – is related to the next point and question.