Generality Versus Specificity

Quick question:

If you’re looking for the HIGHEST quality product of – let’s say, a stereo system…

…are you going to go to a Best Buy or a WalMart?

I’m sure WalMart probably has some great deals on good, or decent sound systems. But come on, Best Buy is where it’s at.


Because they SPECIFICALLY sell electronic products. Whereas WalMart GENERALLY sells everything.

The same rule applies in copywriting. Your goal is to make yourself (or your client) known as the king of whatever you’re writing about to sell more products.

In this blog, I’m going to share with you the difference between generality and specificity.

Learn how solid evidence lead to more sales in the blog: How To Sell Your Products With Solid Evidence.

Owning Your Niche VS Dabbling
From personal experience, it’s so much easier to write about niches that you’re familiar with or passionate about, as opposed to something you’re just dabbling in.

Now don’t get me wrong – being a general, jack of all trades has its perks. In many cases, you have the best of both, if many worlds…

But you become the master of nothing.

Meanwhile, If you’re a king of one trade, you are the master of at least ONE thing. You can hone in on what you’re familiar with and as a result, people can trust you as an authority in that specific field.

You may not be knowledgeable in a bunch of other things, but at least you’re the go-to source for advice, great experience, and expectations for high quality.

Learn about the advantage of comparing with your competitors in the blog: Double-Sided Persuasion & The Art of the Takeaway.

Do You Really Have To Be An Expert All The Time?
Now, I know what you’re probably thinking…

“So what are you saying, Josh? I have to be an expert in EVERYTHING I sell?”

Well, no…not exactly.

At the same time (and here’s where it gets interesting)… you don’t have to know everything there is to know about your niche!

A little confused? Let me explain…

All you have to do is know a little more than the average person about your product. You do this by:

  • Researching the product
  • Researching the niche or market
  • Studying the target audience
  • Study how the product fixes your audience’s main problems.

Writing in a way that talks about specific stats, as opposed to general information, shows that you’ve invested the time needed to educate your prospects on the product. If you’ve invested the time, why should they when they can just listen to you?

For example, If I said that The Samsung Galaxy S8 was better than the LG G6 because it’s just “a way cooler phone,” you’d be like, “bleh…okay…”

But if I were to mention that it’s got:

  • An 8 by 12 dual megapixel camera that dramatically heightens the quality of your pictures.
  • 64 gigs of data storage
  • Water resistant
  • Powered by new Bixby technology

Not only did I save my prospects time by providing knowledge they probably didn’t know, but I showed them that I was knowledgeable of my product, which shows I care and that it matters…

And if I’m passionate about the product I’m selling, it’s even easier!

Learn about features and benefits in the blog: The Difference Between Features & Benefits.

Knowledge Is Power
If you can answer the main objections of your target prospects, speak their lingo and provide specific knowledge about the product, you’re pretty much golden!

For more copywriting tips and strategies, check out the blog at