a single source, nothing corroborates it

Replace every vague word with a checkable one

Faster, easier and more are unfalsifiable, which is why readers discount them, and the stock software verbs about unlocking and empowering are worse because nobody speaks that way. A specific cannot be bluffed, so swap each vague word for something a reader could check. Often the sharper sentence is already buried further down the page, and the one claim only you can make is the one to lead with.

The method

1. 01

   Replace unfalsifiable comparatives such as faster, easier or more with specifics, because a specific cannot be bluffed.

2. 02

   Replace every vague word with a specific one, because specifics cannot be faked and vagueness reads as untrue.

3. 03

   Cut the stock software-marketing verbs such as unlock, unleash, enhance, empower and supercharge, since nobody speaks that way.

4. 04

   Clear copy is not enough if it is forgettable; scan your own page for a more specific line already buried in it and promote that.

5. 05

   Find the one claim only you can make and lead the page with it instead of burying it halfway down.

What it returned

• Rewrite of Counterweight Creative

• A replacement line found further down JobBoardSheet's page answered four customer objections in one sentence

• Ladybird driving school's instructors are all women, which was hidden mid-page

• Silva's product name left readers unclear whether the item itself was free

Sources

• 7 practical ways to write copy that convertsHarry Dry · Marketing Examples · 2) Get specific · undated
• 17 tips for great copywritingHarry Dry · Marketing Examples · 6) Avoid “landing page words” · undated
• Rewriting landing pages with a pro copywriterHarry Dry · Marketing Examples · 7) Counterweight Creative · undated