Specificity converts. In marketing there should be no such thing as a general message. The marketer communicates with an aim. This aim should dictate everything else we say. This aim should influence, even constrain, every word we say.
Hemmingway said, “Make every word tell.” In marketing, the principles are the same. In the average agency, there is far too much energy expended on the general. Generalization, in marketing is only acceptable where specificity cannot be achieved.