5. CONCRETENESS:

5. CONCRETENESS:
Concreteness adds conviction to the message. It is easy for the reader to believe on concrete
messages. Concreteness also increases credibility of the sender of message. Following points
should be considered for achieving concreteness.
(a) Use specific facts and figures.

(b) Put action in the verb.
(c) Choose vivid image building words.
(a) Use Specific Facts and Figures:
Use of fact and figures play a vital role especially when describing a product or service.
Example:
General: These brakes stop car within short distance.
Specific: The hydraulic pressure brakes stop a car with a distance of two feet as soon
as they are applied.
(b) Put Action in the Verb:
The basic function of the verb is to describe action of a noun or pronoun. Therefore, care
should be taken that the action should always be represented by verb and an action is found
in a noun, it should be converted into verb.
Example:
Noun: They held meeting in the office.
Verb: They met in the office.
(c) Choose Vivid Image Building Words:
Vivid image building words are generally used for creating an impression upon the reader,
so that the reader should start building an image of the product or service in his mind. Such
words are used in sales and sales promotion letters.
Example: This is a very good computer.
The P-IV 800 MHz, 20GB HD, 64MB RAM, 500 MB CACHE, Intel genuine processor, in
ATX casing is a computer of new millennium.