"We help businesses grow."
Ever see a business try that headline on for size?
It’s essentially invisible copy. It means everything and nothing. A thousand companies could say it. So it lands on no one.
Specificity is a ladder with four rungs:
Rung 1: Vague "We help businesses grow."
Rung 2: General "We help B2B companies get more leads."
Rung 3: Specific "We help B2B SaaS companies reduce churn."
Rung 4: Undeniable "We help B2B SaaS companies with 1,000+ users reduce churn by 40% in 90 days without hiring a CS team."
Most messaging lives on rung two. Comfortable. Safe. Completely forgettable.
Rung four is where the money lives.
The test is simple. Read your headline out loud. Could a competitor say the exact same thing? If yes, climb higher.
Every word that sharpens the message adds weight. Every vague word dilutes it.
Specificity is a magnet. Vagueness is camouflage.
Pick one.
P.S. Reply with your current headline. I'll tell you what rung you're on and how to climb.
~ Blake
3 ways I can help:
Pagetear → Copywriting studio for your SaaS
Boundset → Positioning & messaging sprint for startups
Founder Positioning → Personal brand sprint to become a thought leader