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Vague claims ('high quality,' 'fast,' 'easy to use') are invisible to readers because they contain no information the reader can verify or visualize. Specificity — a number, a named outcome, a concrete scenario — is what makes a claim land and stick.
Use these three in order. Each builds on the one before.
In one paragraph, explain why specific claims outperform vague ones in marketing copy, with a concrete before-and-after example.
Walk me through how readers cognitively process a specific claim differently from a vague one and why that changes behavior.
Given a homepage with five vague benefit statements, rewrite each one with a specific, verifiable claim and explain what type of specificity you used for each.