Are you being specific enough? Here's how to tell...

One of the biggest mistakes I see business owners make in their copy and messaging? They think they’re being clear and specific—but they’re not.

They use words like impactful, innovative, or results-driven, assuming their audience will just get what they mean. But here’s the problem: vague language doesn’t connect. It doesn’t paint a picture, spark curiosity, or make your audience feel anything.

And if your audience doesn’t feel something? They won’t take action.
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So how do you know if you’re being specific enough? Try this:

1. Can someone repeat it back to you?

If a stranger read your messaging, could they explain what you do in their own words—without sounding like a corporate mission statement? If not, you need to be clearer.

For example, if you say: 👉 “I help professionals become better leaders.”

That sounds nice, but what does better mean? More confident? More empathetic?

More effective at conflict resolution? If your audience wouldn’t know how to explain it, your messaging isn’t specific enough.

Try this instead: 👉 “I coach first-time managers on how to give constructive feedback, navigate tough conversations, and build trust—so they can lead with confidence instead of second-guessing themselves.”

Now, instead of a broad promise, you’re showing exactly what you do and the transformation you help create.

2. Does it pass the “For Example” test?

Every time you describe what you do, ask yourself: “For example… what?” If you can’t immediately follow up with a concrete, real-world example, your messaging might be too abstract.

Let’s say your website states: 👉 “I help organizations build inclusive cultures that promote diversity.”

Okay… but how? And what does that look like in practice?

If I asked, “For example?” and you didn’t have a specific answer, that’s a problem.

A more specific version might be: 👉 “I help organizations implement tailored DEI strategies, like leadership coaching, internal policy reviews, and employee listening sessions, to create meaningful change beyond surface-level initiatives.”

Now, instead of vague promises, you’re clearly explaining what you do and how you do it, giving your audience a vivid picture of your approach.

If your messaging can’t pass the “For example?” test, it’s probably not specific enough.

3. Are you making your audience feel something?

Specificity isn’t just about clarity—it’s about emotion. Saying “We help small business owners scale” is fine. Saying “We help burnt-out solopreneurs finally step out of survival mode and build a business that actually supports them” is felt.

Emotion creates connection. When your audience feels something, they’re far more likely to remember and trust you.

4. Are you replacing jargon with real language?

Industry jargon might make sense to you, but it often leaves your audience confused or disengaged. Instead of using technical terms or buzzwords, break things down in a way that feels natural and relatable.

For example: 🚫 “We optimize workforce synergy to enhance operational efficiency.” ✅ “We help teams work better together so they get more done—with less stress.”

When in doubt, ask yourself: “Would I say this to a friend in conversation?” If not, simplify it.

5. Does it create a visual?
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People don’t just process words—they picture them. If your messaging doesn’t create a mental image, it might be too vague.

Instead of saying: 👉 “We help companies improve employee engagement.”

Try: 👉 “We help companies turn disengaged employees into team players who actually enjoy coming to work.”

​One version is conceptual; the other is something you can see. The more visual your messaging, the more memorable it becomes.

​The more specific you are, the more powerful, persuasive, and relatable your message becomes.
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So, take a look at your latest LinkedIn post, website copy, or sales page. Is it crystal clear? Does it make your audience feel something? If not, it might be time to dig deeper.

What’s one area of your messaging that could be more specific? Drop it in the comments—I’ll help you sharpen it!


Stay curious,
🎈Justine

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Red Balloon Station is a creative hub for storytelling and brand messaging services that help BIPOC + women-owned businesses and creatives use the power of their words and storytelling to better strategically and meaningfully connect with their target audience so that together we can all have a more positive impact on people, planet, and culture.


Justine Wentzell-Chang is an Eldest Daughter of Immigrants, Mother, Activist, and brand storyteller/copywriter for phenomenal BIPOC + woman-owned businesses and creatives on a mission to change the status quo, create culture change, or save the planet! With a law degree, over a decade of experience writing & making movies that sell globally, an impactful book filling readers with “A Pocket Full of Dreams,” and a handful of songs written for indie films, Justine knows how to tell stories that sell like nobody else's business. And she is here to help you use the power of storytelling to grow your community, turn them into devoted superfans, and click the “yes” button on you.


Justine created Red Balloon Station, because for too long someone else has been inaccurately writing or erasing our BIPOC and women's stories. It’s time to direct our own narratives so that together we can create a culture of empathy, equity, and positivity.