Show, don’t just tell
Why concrete details? Gain attention, understanding, credibility
Specifics make copy more understandable, memorable
The more specific, the more universal: We understand vast concepts only through specific details.
What are concrete details? Concrete vs. abstract
Fun facts, statistics, examples and more
Don’t build a wall of abstraction: Keep messages mesmerizing with concrete material.
More on concrete copy
What writers & others say
“Good writing moves up and down the ‘abstraction ladder,’ and great writing moves way up and way down.” — Dr. Carolyn Matalene, professor of English, University of South Carolina