Specificity Gets Past the Spam Blocker in People's Brains

0:00thoughts on Payton's specificity and how can other community owners apply that? Yeah, so copy is strengthened through specificity. So, if you if you speak in broad terms, right? So, let me uh explain what I mean. So, if I say lose weight fast, all of those terms, there's banner blindness around the terms. It's not that those like if you said lose weight fast and you went to the middle of America where no one had ever seen you went to an Amish person, right? And they believed you cuz you're an Amish person, too. If you said lose weight fast, you might actually have a super high conversion rate because they'll just believe you. The problem is that that happened once when you were 11 and then you didn't lose weight fast and then it's like, "Okay." Then you start developing banner blindness. You start learning that people are not honest. All right? And so, the way that you get around that like auto block that people already have in their own brains, you have spam blocker on your computer, you have spam blocker in your brain, is that you get past the spam blocker by being specific. And so, if I say, "Listen, you know, entrepreneurs entrepreneurs work harder than other people." That's not going to like really resonate. But if I said, "Entrepreneurs miss more dance recitals, miss more baseball games, and stress out over paying payroll at the last of the month right when taxes are due." All of a sudden, you're going to get a very different response because I'm just being specific about what it looks like to quote work hard, which sometimes is sacrificing things that you want. All right? So, you just want to be specific.

1:22Now, don't use that example. Use Use the example that's, you know, relevant to your audience. But that's that's the idea. So, you want to be as specific as possible.