Edit for Specificity

“Details lend a sense of reality to even the most preposterous statements.”

After you write your copy, go back through and make it more specific.

Be specific in your explanations of why things are and how they work.

“New dentists everywhere use and recommend CapSnap toothpase.” vs…

“92 percent of dentists use and recommend…”

There are 72,000 nerve endings in the bottom of your feet. vs Your feet are filled with nerve endings.

There are 242 miles of blood vessels in your body.

• Show the exact cost of an ad then the exact cost of a product to prove you aren’t making any money… but let them figure that out (mental engagement)

“BluBlocker sunglasses let you see clearer, sharper, and with more definition.” vs…

HOw they do that (check the ad).