Where Vagueness Is Preferable

Today, while surfing the web, I came across this line on the website of a very reputable firm:

"You will find that we work with the most talented copywriters who
have an established experience in writing email copy."

Here's a fine example of what you don't want to do with overly precise language. The problem is that tiny word "an". It means one, not more than one. In other words, the copywriters they hire have created one email campaign.

Does that inspire confidence? Would you call these copywriters experienced? Would you trust their expertise?

It would have been far better if they had written

"You will find that we work with the most talented copywriters who
have established experience in writing email copy."

Not only is this less specific, it is also more inspiring. When I read this, I can now imagine that their copywriters have vast experience. The copy doesn't specify how much and it leaves me with a much more positive impression.

So the issue is when is it appropriate to be exact and when is vagueness preferable.

When describing a product such as a table that needs to fit into a predetermined spot, precision is definitely needed. But when describing something as individual and varied as experience, a little vagueness is preferable.

Of course, this is not always the case. If you know in advance that your reader is interested in copywriters who have experience in writing about women's tennis shoes, then by all means talk about the ad campaigns your writers have run for Nike or the volunteer writing they did for a marathon for abused women. Pile on the information.

But if the best you can do is say "an" as a descriptor, then better to drop that little word. It really doesn't help.

Happy writing, all.