Increasing specificity leads to “enhanced perceptions” about an offer being made to a customer. The more specific the offer, the more likely a consumer is to trust the message and the messenger.
Generally speaking, specificity leads to clarity. Clarity leads to trust, and trust is the precursor to making a decision to move forward. By establishing specificity, you are painting a clearer picture in the mind of your prospect by establishing clear expectations of what they will receive or experience.
To apply specificity to your marketing, take a look at the claims, benefits, and features that you are sharing. How can you make them clearer and more specific? Also take a close look at your FAQ section and purchase/registration instructions. How can they be as specific as possible so your prospects and customers have more clarity around what they are getting?