Common sense would say
that the more general
the description you give,
the more people
that description will appeal to.
Common sense is wrong.
One of the first things
novel writers learn
is that the more specific a description,
the more engaged a reader will be.
The pint-sized wiener dog snapped his razor sharp teeth.
will grab more readers than
The dog snapped his teeth.
What does that mean for writing copy?
If you erase colorful descriptions,
thinking you’re rushing prospects
to your snazzy offer,
they won’t care enough
when they get there.
Be specific with your descriptions.