Specificity is the willingness to reach for the concrete fact rather than the generic noun. It's the single largest difference between AI prose and good marketing prose, and the easiest thing to add back.
The empty-superlative trap
"Best-in-class", "industry-leading", "cutting-edge", "unparalleled" — these are the words a model uses when it doesn't know what makes your product different. Every competitor in the category uses the same words. A reader who has clicked through three landing pages in a row will skim past all of them.
Replace one adjective per paragraph with a number
You don't have to rewrite the whole page. Find the most generic adjective in each paragraph and replace it with the most specific fact you have. "Fast" becomes "under 200ms cold start". "Reliable" becomes "99.97% uptime over the last 18 months". "Trusted" becomes "used by 4,200 teams".
Before
Our cutting-edge platform delivers unparalleled performance for modern teams. With our industry-leading approach to collaboration, you can transform the way your organisation works. Discover how our comprehensive solution can drive significant results.
After
We sync 60,000 documents an hour for the average team on our $29 plan, and we'll keep doing it whether you have three people in the workspace or three thousand. The free tier handles five users — enough to try us properly before you buy anything.