TL;DR: Your marketing message fails when it’s abstract, vague, and generic. To fix it, ask three questions about every line you write: 1. Can I see it? (Is it concrete?) 2. Can I prove it? (Is it a verifiable fact?) 3. Can only I say it? (Is it unique to my business?). Answering these questions will transform your copy from forgettable fluff into a powerful tool for connection and growth.
Stop writing ads your competitors could steal.
Read that again. If another company in your industry can take your headline, slap their logo on it, and have it work just as well, your message has a problem. It’s generic. It’s forgettable. And it’s costing you customers.
Most businesses fall into this trap. We talk about “high-quality solutions,” “innovative strategies,” and “customer-centric service.” These phrases sound professional, but they are hollow. They are abstract fluff. They don’t build trust because they don’t mean anything specific.
The good news is, there’s a simple way to fix it. It’s not about being a creative genius or a master wordsmith. It’s about being clear, honest, and specific.
This guide will walk you through a simple three-question audit to transform your copy from vague to valuable.
The 3-Question Audit for Powerful Copy
Run every line of your marketing—from your website homepage to your social media posts—through these three filters.
1. Can I See It? (The Visualization Test)
Humans think in pictures. If your reader can’t form a mental image of what you’re saying, your words aren’t working. Abstract concepts like “freedom,” “efficiency,” or “quality” don’t create pictures. Concrete details do.
The fix is to “zoom in.” When you write an abstract word, ask yourself: “What does that actually look like for my customer?”
Before (Abstract):
We offer reliable IT support to maximize your company’s efficiency.
After (Concrete & Visual):
We answer your IT support calls in under 60 seconds, so your team can get back to work without frustrating delays.
You can see an employee sitting on hold. You can feel the relief of a quick answer.
2. Can I Prove It? (The Falsifiability Test)
Vague claims are weak because they can’t be proven true or false. Anyone can say they are “the best.” It’s a subjective opinion. A strong claim is a verifiable fact. It holds you accountable and builds instant trust.
The fix is to “point, don’t talk.” Instead of telling people you’re great, point to the evidence that proves it.
Before (Vague & Subjective):
Our coffee is the best in town, made from the finest beans.
After (Provable & Factual):
We source our beans from a single farm in Antigua, Guatemala, and roast them in-house every morning.
One is an empty boast. The other is a fact that communicates quality without ever having to use the word. It invites the customer to be curious and trust your process.
3. Can Only I Say It? (The Uniqueness Test)
This is the final, most important filter. If your message is something your competitor can (or already does) say, you are just adding to the noise. Your uniqueness is your greatest marketing asset. It’s the one thing that can’t be copied.
The fix is to dig deep into what truly makes your business different. It might be your process, your story, your specific materials, or your worldview.
Before (Generic):
We are a marketing agency that helps businesses grow.
After (Unique):
We build marketing strategies based on direct customer interviews—we talk to your real users before we ever write a line of code or copy.
The second statement can’t be honestly claimed by an agency that doesn’t follow that exact process. It carves out a unique position in the market and attracts clients who value that specific approach.
Putting It Into Action
Let’s audit a real-world example for a fictional consulting business:
Original Homepage Headline:
“Empowering Leaders with Strategic Business Solutions”
Let’s run the audit:
- Can I see it? No. “Empowering leaders” and “strategic solutions” are pure abstractions.
- Can I prove it? No. It’s a subjective claim.
- Can only I say it? No. Every consultant on the planet could say this.
Revised Headline using the 3 Questions:
“We Help Founders Secure Their First Round of Funding in 6 Months by Building a Pitch Deck Based on 50+ Successful Raises.”
Let’s check the new version:
- Can I see it? Yes. You can picture a pitch deck, a founder, and a check.
- Can I prove it? Yes. The 6-month timeframe is a specific goal, and the “50+ successful raises” is a verifiable fact.
- Can only I say it? Yes. A competitor can’t claim that specific track record and process.
The difference is clarity, confidence, and trust.
It’s Your Turn Now
Clarity is a choice. Take 15 minutes today and look at your own website’s homepage. Pick one sentence and run it through this three-question audit.
You’ll be surprised at how much fluff you can cut and how much power you can add just by being more concrete, provable, and unique.
Want a real-world example? Share a link to your homepage in the comments. We’ll pick one and show you how we’d apply these principles to make it stronger.