Specifics sell products, services & ideas
The internet coffee pot. Word of the year. The Dust Bowl.
Details like these grab attention and help readers see your big idea.
To use this approach, take a tip from William Carlos Williams, and turn ideas into things —like these PRSA Silver Anvil Award-winners do:
Choose one image to stand for the whole.
Marie Hatter chose a single detail to stand for her point atop the Cisco blog post “Internet of Everything“:
So choose an example to stand for the whole.
Internet of Everything? Too big.
Internet coffee pot? Just right.
Binge watching in a detail
Netflix uses the same approach for “Netflix Declares Binge Watching is the New Normal”:
What we think about binge watching? Too broad.
Binge watching as runner-up to word of the year? Just right.
Bringing dirt down to size
PR pros for World Soil Day bring soil health down to earth in their Op/Ed “Soil Conservation: The Next Generation”:
All the soil in all the world? Too big!
The top six inches? Just right.
For a specific-details lead, choose a part — a tiny part — to illustrate the whole.