My friend, Canadian speech coach George Torok, recently wrote an excellent article about the language speakers use that unintentionally damages their credibility. His central message is simple: audiences become sceptical when our words sound bigger than our evidence.

His article immediately reminded me of one of my favorite presentation principles:

Specificity builds credibility.

George thoughtfully wrote that as speakers, executives, and sales professionals, we are often tempted to strengthen our message with phrases like:

• ‘Everyone knows…’
• ‘Research proves…’
• ‘Experts agree…’
• ‘We always…’
• ‘Most customers…’

The challenge is that audiences are smarter than we sometimes give them credit for.

The moment they silently ask, Really? Which experts? Which research? How many customers? You’ve shifted their attention away from your message and onto your credibility.

Instead of saying: ‘Most customers prefer…’

Try: ‘In our survey of 350 customers…’

Instead of: ‘Research proves…’

Say: ‘A 2025 Stanford University study suggests…’

Instead of: ‘Everyone struggles with this.’

Try: ‘Many of the executives I coach tell me…’

Notice the difference.

Specific language paints a picture. It sounds authentic because it is authentic. It reassures your audience that your conclusions are based on observation rather than exaggeration.

One of the easiest ways to improve any presentation is to replace generalities with details.

Instead of saying your product saves ‘lots of time,’ tell us it reduced processing time from three hours to twenty minutes.

Instead of saying a client was ‘very successful,’ tell us that revenue increased by 27 per cent in 12 months.

Specificity doesn’t weaken your message.

It strengthens it.

Thank you, George Torok, for the reminder that credibility isn’t built by inflating our claims. It’s built by making them more believable.

As I often tell my clients, “Specificity builds credibility.”

If you need help creating a powerful, persuasive presentation, reach out to me,

“Patricia Fripp is amazing. As a speech coach, you’ll never find anyone with her wisdom, experience, and ability.”
Bhavin Shah, CEO & Founder, Moveworks

“Your presentation skills program was just what we needed. The breakout sessions were especially impactful, engaging, insightful, and energising. Our post-event survey results were the best we’ve seen. Thank you for your incredible support. We’re already looking forward to our next collaboration!”  Jake Power, Senior Director, Extreme Networks

Check out George Torok’s podcast Your Intended Message.