"High quality." "Great value." "Excellent service."
Yawn.
These phrases are the plain porridge of copywriting. Technically food. Nobody's excited about them.
Why vague copy fails
Your brain has a finely tuned nonsense detector. When it reads something vague, it shrugs and moves on. When it reads something specific, it sits up and pays attention.
Numbers, timelines and concrete details are easy to picture, so they feel real. And what feels real gets believed.
It isn't only numbers. Use sensory detail too:
- Not "soft", but "cloud-soft"
- Not "hot", but "burn-your-tongue hot"
- Not "loud", but "wake-the-neighbours loud"
The rule: if you can swap a word for something more specific and vivid, do it. Every time. Then make sure every specific detail is true, because a precise number that turns out to be invented destroys trust faster than a vague one.