Why Specificity Sell
Have you ever noticed how a precisely worded statement seems more credible than a vague generalization? Or how a specific number, down to the decimal point, feels more convincing than a rounded figure? This is the Precision Principle at play.
The Precision Principle describes our tendency to perceive precise information as more accurate and trustworthy. Our brains crave certainty, and precise details create an illusion of knowledge and expertise. A precisely worded statement suggests the speaker has a deep understanding of the subject matter, while a vague statement leaves room for doubt and uncertainty. A price of $24.73 seems more thoughtfully determined than $25.00. A “37% success rate” appears more credible than “about 40%.”
This bias isn’t limited to numerical values; it extends to language and storytelling. A vividly detailed anecdote feels more authentic and persuasive than a generic account. The Precision Principle highlights the power of specificity in shaping perceptions and influencing decisions.
Details & Examples:
Here are three easy and practical ways to start using the Precision Principle in business.
1. Strategic Pricing :
Consider the humble software subscription. While competitors cluster around $99 per month, one company opted for a price of $97.43. The latter, despite being marginally lower, creates an impression of cost-based pricing rather than arbitrary markups. One tech firm reported a 12.7% increase in conversion rates after shifting from rounded to precise pricing – a delightfully specific statistic that itself demonstrates the principle at work.
2. Product Claims:
If you are convincing someone of the virtues of your product or service, the more precise the better.
Instead of saying a car is “fuel-efficient,” state its average litres per 100 kilometres.
Rather than claiming a cleaning product “kills germs,” specify the percentage of nasty pathogens eliminated.
Rather than rounding up to “99% customer satisfaction” give the exact results: “97.3% customer satisfaction based on 1,842 surveys conducted over the past quarter.”
Each of these are specific enough to be believable, and impressive enough to make an impact.
3. Internal Communications:
When communicating with your team, use precise language to convey your vision and expectations. Here are a few common examples:
Instead of saying “We need to improve our performance,” set specific goals: “Our goal is to increase sales by 15% in the next quarter by implementing a new customer outreach strategy and streamlining our sales process.”
Instead of “enhancing customer satisfaction,” outline specific initiatives like reducing customer support wait times by 20% or implementing a new customer loyalty program.
Don’t promise to deliver a project “in about three weeks”, specify that it will be done in “15 business days” or by “end of day on X date.”
Each of these will make your claim seem more credible and boost your personal brand as someone that has complete control over their business.
Monthly Challenge:
This month, embrace the power of precision.
Identify a goal: Whether it’s closing a deal, motivating your team, or delivering a presentation.
Add specificity: Incorporate specific details and precise language into your communication. Use vivid descriptions, quantify your claims, and set measurable objectives.
Observe the impact. Does the precision enhance your message and influence your audience?
Want to Learn More? Check out these great resources:
For a broad overview, some of our favourite books touch on the Precision Effect and how it portrays credibility and reliability. Pull out your well-worn copies of Thinking, Fast and Slow by Daniel Kahneman and Made to Stick by Chip and Dan Heath.
If you are looking for some primary research, check out this paper from Marketing Science which covers 5 different studies showing the power of precision in pricing.
