I read a sales page last week.
It was for a course. The headline said something like "Transform Your Life and Unlock Your Full Potential."
I had no idea who it was for. I had no idea what problem it solved. I had no idea what specific result I'd get.
Zero chance I buy that. And I'm a professional marketer.
Now imagine you're a first-time coaching client who's been burned before, has a limited budget, and needs to trust someone with their biggest goals. How do you think they're reading that page?
Vague Copy Kills Sales
One of the most expensive mistakes coaches and course creators make is writing vague, generic copy that could describe anyone doing anything.
"Transform your life." "Unlock your potential." "Achieve your dreams."
These phrases communicate nothing. And nothing doesn't sell.
I learned this the hard way. My first several sales pages were full of beautiful-sounding fluff. "Empowering coaching to help you become your best self." I thought it sounded professional. Sophisticated, even.
It generated almost no sales. When I finally started testing specific copy—numbers, outcomes, exactly what people would get—I watched my conversion rates triple overnight.
Specificity Sells
Here's the shift you need to make: stop describing what you do. Start describing the specific outcome your client will get.
Not "I help coaches build their businesses."
"I helped a first-year life coach go from $0 to $8,400/month in recurring revenue in 90 days using a simple three-step referral system."
See the difference? One is a vague claim. The other is a specific, believable, compelling result.
Simplified messaging that converts is where I break this down in detail. If your copy isn't working, that's the first place to look.
How to Be Extremely Specific
There are four areas where specificity matters most:
1. The problem you solve.
Don't say "business challenges." Say: "Coaches who are great at their craft but terrible at getting clients consistently."
2. The outcome you deliver.
Not "more confidence." Specific: "Book 12 new clients in 60 days without running a single ad."
3. The timeframe.
"In 90 days, you'll have a waiting list of qualified prospects." That's concrete. That's believable.
4. The number of people you've helped.
"I've helped 47 coaches add over $1.2 million in combined recurring revenue this past year." That number does work.
Use real data from your own results. Even if it's small right now, specific numbers beat vague promises every single time.
The Emotional Resonance of Precision
Here's something most copywriters miss: specificity creates emotional resonance.
When you describe a problem with precision—"You keep publishing content that gets likes but zero bookings"—the person reading it feels seen. Understood. Like you're talking directly to them.
That's when the "this sounds like you wrote this just for me" effect kicks in. And that effect is what makes people buy.
Generic copy creates distance. Specific copy creates connection. And connection is what converts.
The coaches who make real money—the ones at $10K/month, $20K/month, beyond—have all cracked the code on specificity. Their messaging is surgical. Their offers are crystal clear. They've done the work to understand exactly who they serve and exactly what they get.
That's why they sell. That's why you haven't.
Where to Apply Specificity
Once you understand this principle, go through every touchpoint in your business:
Your bio: Not "I'm a certified life coach." Say "I'm a former corporate HR director who left a $140K salary to build a coaching practice that's now generating $15K/month—without ads."
Your testimonials: Not "This changed my life!" Say "Within 60 days of working with Jeremiah, I went from 2 clients to 11. Revenue went from $1,800 to $9,400."
Your email subject lines: Not "A quick tip." Say "Why your funnel is leaking at step 3—and how to fix it today."
Your offers: Not "coaching package." Say "The 90-Day Coach-to-Consultant Acceleration Program—$3,500, payment plan available."
Every vague word is costing you sales. Every specific word is earning them.
Ready to Grow Your Business?
Join Wealthy Coach Academy — my $197/month coaching program where I help you build a business that actually works. Or start with a $4.95 starter class and see what happens.
Frequently Asked Questions
What if my results aren't impressive yet? Can I still use specific numbers?
Use what you have. "I've helped 3 coaches in my first cohort add $1,200/month on average" is more credible than "I've helped hundreds of people transform their lives."
How do I find the right specific language for my audience?
Listen to how your clients describe their problems in their own words—not how you describe them. Use their exact language in your copy. That's specificity they recognize themselves in.
Doesn't specific copy limit who can buy from me?
Yes. That's the point. Vague copy attracts no one. Specific copy attracts your ideal client. Attracting fewer of the right people beats attracting no one.
How many specifics should I include in one piece of copy?
Lead with the most important specific outcome. Layer in supporting specifics—timeframe, numbers, process—as you go. Don't overwhelm early. Build the case incrementally.
What about my own story—does that need to be specific too?
Absolutely. "I went from broke to six figures" is forgettable. "I went from $0 and a newborn in a studio apartment to $1.2M in three years" is a story people remember and share.
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About Jeremiah Krakowski
Jeremiah Krakowski is a coaching business mentor who helps coaches, course creators, and consultants scale from $3k/mo to $40k+/mo using direct response marketing, AI systems, and proven frameworks. He runs Wealthy Coach Academy and has 23+ years of experience in digital marketing. Learn more →