When to be vague vs. precise

Let’s say you are advertising a new product, like a razor.

Should you describe it as being “laser-sharp” or “high quality”?

Laser sharp uses concrete, precise language whereas high quality is more abstract.

New research has revealed which type to use, when.

This matters because ads cost money, lots of money, so you want to make sure what you say has the biggest positive impact possible.

So, what did the researchers find?

In one of their experiments they had 124 hockey fans rate a product (in this case a new hockey stick) and a radio station’s ad BEFORE the game - when the outcome was uncertain, and other fans rate those things AFTER the game, once the outcome was known.

Before the game - when uncertainty was high - fans rated the product and radio ad higher when concrete language was used.

After the game, it didn’t matter as much, though abstract messages tended to be preferred.

There are two lessons from this:

1. When your customers are feeling uncertain - like during an economic downturn or health crisis, or even when it’s a new type of product - you are better to be concrete, like ‘laser-sharp’. When things are stable and the product is familiar, you can be more abstract, talking about ‘high quality’.
2. Whether you are engaging the services of a copywriter or ad agency, or writing the copy yourself, be sure to keep on top of behavioural research like this. 

Just because your copy is beautiful doesn’t mean it will be effective.

If you want me to help you stay on top of what techniques to use to optimise you business, consider becoming a Just Do This member.

Ref: Femke van Horen, Michaela Wänke & Thomas Mussweiler (2024) When it pays to be clear: the appeal of concrete communication under uncertainty, International Journal of Advertising, 43:3, 533-553, DOI: 10.1080/02650487.2023.2206689