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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
Topics: Messaging & Copy | Ads | Website/App
For: B2C
Research date: December 2020
![](https://media.beehiiv.com/cdn-cgi/image/format=auto,onerror=redirect/uploads/publication/logo/d7c83b78-7f5a-4768-a6de-01ec0ce561e6/thumb_ARIYH_icon_RGB_transparent.png)
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