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Let’s say you are advertising a new product, like a razor.

Should you describe it as being “laser-sharp” or “high quality”?

Laser sharp uses concrete, precise language whereas high quality is more abstract.

New research has revealed which type to use, when.

This matters because ads cost money, lots of money, so you want to make sure what you say has the biggest positive impact possible.

So, what did the researchers find?

In one of their experiments...