Specific

Would you rather buy services from:

1. A company that promises to improve your workforce efficiency;
2. A company that promises to reduce the lead time of your projects by 10%;
3. A company that promises to digitalize your paperwork and automate some of the most tedious of your processes, therefore reducing lead time of your projects by 10%;
4. A company that promises to give your project managers the tools to digitalize the documents coming from customers and partners, to ensure they move through project lifecycle with digital assignments and approvals, and produce an exact report of what was done, when, by whom useful both for the customers and for your internal finance department. All of this, estimated to reduce lead time of your projects by 10%.

It is a matter of specificity, of course.

There is no difference between product 1, 2, 3, and 4. What changes is the level to which the company providing the service demonstrates to know what you are dealing with day after day.

Moving from option 1 to option 4 requires more data, more research, more effort. And to motivate the investment, just survey some of the websites of your competitors and alternatives: how many belong in every category? A fairly common situation is: 80% use option 1; 15% use option 2; 4% use option 3; 1% use option 4.

So, does being specific pay?