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  • If customers feel distant from your brand, use abstract language

If customers feel distant from your brand, use abstract language

People who felt distant from a tea brand paid 35% more when it was described using abstract language (e.g. “Its essence envelops”). If they felt close, specific wording was 28% better

January 12, 2021

Topics: Messaging & Copy | Ads | Website/App
For: B2C
Research date: December 2020

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