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There's no value in vague

Stories from Home January 2022 (Smaller)-163

Say what? 

When you’re organising to go out for dinner with friends or the family, do you like to know where you’re heading, a general idea about how much it’ll cost and what’s on the menu (specifically, if there'll be something everyone will like)?

We do.

It's not that we don't like surprises, heck no, but when there's more than you to think about, having a plan makes life a lot easier and usually more enjoyable (for everyone).

This is why we inwardly cringed the other day when we read the copy on a promo flyer we received. It was advertising a big (supposedly) family-friendly event taking place nearby on ‘selected evenings’ this month.

Selected evenings. Say whaaat?  

If the evenings are ‘selected’, where are they on the flyer? 

Why leave the audience guessing and needing to go in search of the information? Why not just include the blummin’ dates?! ‘Cos one thing’s for sure, before anyone bundles their kids into the car and traipses anywhere on a school night (it was starting late), knowing the event you’re heading to is actually happening is an absolute requirement.

The flyer missed an important (crucial) opportunity to give the audience everything they need to decide whether they’ll attend.

Instead, they chanced with hoping their vagueness sparked enough interest for the audience to go in search of the information they needed (in this case, the ‘selected dates’).

Why take the risk? If you want someone to do something (attend the event, book a session, buy the product), make it clear and easy for them to say YES and take action.

Use this as a reminder to check you’re not being vague with your messaging because vague is most definitely not vogue.


  •  Be specific about what you do, who you do it for and what you want them to do (because while it may be obvious to you - you’re living it - it may not be obvious to your audience - the most important people you need to understand what you’re offering).
  •  If you provide a solution, be specific about what it solves, how it works and what your audience needs to do next.
  •  If your offer is there to satisfy a desire, be specific about what the desire is so your audience knows they’re in the right place. 
  •  And if you’re launching an event or limited-time offer, make sure to include the dates!

If you want to take swift action this week to check your specifics, review your homepage, most recent offering or services page and ask yourself (even better, ask a trusted friend): 


  • Is it clear what you do?
  • Do you use jargon or are your words relatable? 
  • Do you use vague or specific words?
  • Is it punchy and to the point
  • Would your audience know they were in the right place? 
  • Would they have questions?
  • Is it clear what they need to do next? 

And if you want another pair of eyes to take a look over your words once you’ve given them an edit, email or DM us the link and we’ll take a peek. 

With love,

Laura + Becca 


SFH Autumn (Socials + Websize)-72

We're Laura & Becca

PRs, copy coaches, mates, mamas and story obsessives. Between us we've got four kids, three dogs and two husbands. We know first hand how life is a big old juggle and we're here for the ride with you. Running a business (and a family) is hard work but we believe writing about it doesn't need to be. We're here to show you how. We're also here for the thrifty finds, adventure and cocktails.

Becca'sfavourite things

Poolsuite FM

Sunshine vibes and poolside tunes to get me through these long winter days. Download the app to listen on your phone, or mac and and enjoy the preloaded playlists. Pass me a margarita!


Gabrielle Bernstein

I discovered Gabrielle Bernstein last summer, inhaling her book The Universe has got your back while on holiday in France. Since then I've literally read her entire repertoire. I can't get enough of her positivity and make picking an affirmation card the first task of my day.


Laura'sfavourite things

Marie Forleo

I discovered Marie Forleo at the end of 2019 and devoured her book Everything is Figureoutable in a day. I love her New Jersey no nonsense approach to problem solving and how she's all about the fun. Because we all need more of that.



Mountains, I love 'em. I love looking at them, hiking them and the endless possibilities they hold. Our favourite place to explore in the UK is the Lake District, whenever we have a spare weekend or day, we throw the tent in the car and head to the hills.


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