Use specifics…and lots of them.
Yes, it will take more time and effort but it builds trust – quickly. Readers can’t connect with generalities, and that can lead to a lack of confidence in your product or service.
Know what your audience or target market wants and talk directly to them in a language they understand. Give them what they want – proof that you can help them in some way…save them time, save them money, make them money, avoid effort, or whatever you’re offering.
Use words that create a vivid picture in the reader’s mind. That is specific words, not general words. For example, what do you see when you think of a dog? And what pops in your mind when you think of a Cocker Spaniel?
Now try it for your business. What have you been saying in your marketing material? Are you promoting that you offer the best service in town? Or do you specify the exact benefits that readers can expect when working with you?