Believability
When You Write
by Linda Westphal
Use lots of specifics. Yes, writing specifics is hard work, but it builds trust. When generalities are used throughout an ad or direct mail package, a reader isn't able to feel confident that your company or product could offer what they want. Facts give proof. Facts sell. And they give believability to a product. I can't help but admire the specifics that Richard Warren Sears used in his 1902 Sears Roebuck catalog. He went on for paragraphs and pages in details. His readers believed --sight unseen-- in the value of his products.
(Taken from Direct Marketing)