Why concrete details?

Specifics make copy more understandable, memorable, interesting

Why concrete details?

The more specific, the more universal We understand vast concepts only through specific details. Image by Greg Rakozy

Pay Attention

Make your message more emotional

Make your message more emotional

Paint vivid pictures in your reader’s minds

Show some emotion: Imagery and emotion make messages more memorable.


Why paint word pictures?

Why paint word pictures?

Concrete material more interesting, memorable

Paint pictures in readers’ minds: Concrete nouns like “flag” or “map” are more memorable than abstract ones, like “justice” or “freedom,” according to the dual-coding theory.


Understand

Show, don't tell, for clarity

Show, don’t tell, for clarity

Concrete material easier to understand

Show me: Concrete copy — copy that shows instead of tells — is easier to understand, say more than 50 years’ worth of studies.


Attention to detail

Attention to detail

Little things mean a lot

Details make the difference: It’s the little things that matter. So name names; number numbers. Get the name of the dog and the make of the car — and note the ears on the kid.


Remember

Make messages memorable with concrete details

Make messages memorable with concrete details

Readers recall ‘white horse,’ not ‘absolute truth’

Hold that thought Concrete phrases like ‘white horse’ are more memorable than abstract ones like ‘basic theory.’



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