Copywriting
Tactic
Tailor Your Words to the Scenario
Customized responses are more persuasive.
Overview
Avoid generic placeholders.
While chatting with customer support, you might hear: I can’t add a new product to your order. But you can cancel the current order, then add a new item.
However, this specialist should customize these examples: I can’t add those jeans to your order. But you can cancel the shoes, and then add the jeans to your order.
Custom responses are more persuasive (Packard & Berger, 2021).
Or consider a clothing store. If a customer is trying a shirt, the salesperson could say:
- THAT looks great!
- That TOP looks great!
- That SHIRT looks great!
- That GREEN TEE-SHIRT looks great!
Each subsequent example instills a more concrete image.
Look for placeholder words in your copy, then replace them:
- Vague: This service can…
- Concrete: This security audit can…
- Packard, G., & Berger, J. (2021). How concrete language shapes customer satisfaction. Journal of Consumer Research, 47(5), 787-806.