In "The Copywriter's Handbook," Robert W. Bly emphasizes that engaging readers effectively requires a focus on specificity and clarity. By being exact and detailed, writers can capture and maintain attention. The importance of this approach is highlighted by examples from renowned authors like Homer, Dante, and Shakespeare, who excelled by concentrating on significant particulars within their narratives.

Bly argues that great writing is characterized by its use of concrete details, which enhances the reader's experience and understanding. This principle applies to copywriting as well, where compelling and precise language can significantly influence the effectiveness of the message being conveyed.