In praise of specificity
Be as specific as possible when making a promise in a headline or in the first paragraph of a sales letter or web site. Don’t just talk about “saving money” or “saving time.” Instead, talk about “Save $30.00 a month on web hosting charges,” or “Complete a Newsletter in Half as Much Time!”

Claims without numbers are like report cards without grades; they don’t tell a complete story. They sound “empty.” As a result, they don’t “sell.”

Always translate your offer into a Return on Investment your market can visualize and immediately relate to their business. Specific dollar amounts or percentages are far more effective than general claims.

Take away. Review your latest marketing materials. Are you making broad, empty promises or describing specific savings and specific returns on investment? How long will it take your prospect to recoup the cost of purchasing from you?