The Importance of Using Abstract Language

You're giving them some agency with the question, right? Exactly. And there's a few studies which suggest that, trying to retain that sense of agency is really important, but it's a big drive for a behaviour. So I think getting the right guidance versus agency being left up to the viewer, that's a real skill. Sticking with this sort of line of copy, and I'm writing copy all the time in my business, how might we get ourselves in trouble with the use of abstract language vs more concrete terminology?", he asks.