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“We help teams cut meeting times.”

or

“We save teams an average of five hours a month in meeting time.”

Both lines say the same thing.

But only one paints a picture your brain can see.

That’s the concreteness effect. To sum it up, it shows that our brain loves specific details a lot more than vague concepts.

When you use concrete words, your reader’s brain processes them twice.

Once as words and again as an image.

That’s what makes them stick.

In one study, people remembered concrete phrases eight times more often than abstract ones.

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Here’s why this matters for your LinkedIn posts

Scroll through your feed, and I bet you see the same buzzwords being thrown around. 

 Authentic. Innovative. Strategic. Impactful.

They sound polished and professional, but your reader’s brain can’t visualize them.

What does authentic look like? Can you picture impactful?

Concrete language turns empty words into something people can see.

Readers don’t connect with concepts. They connect with moments in time. 

Here’s how to make it work for you

If you want people to feel your story instead of just reading it, move from concepts to scenes.

Here’s how:

1. Start with the idea, then ask: “What did that actually look like?”

“I learned to lead with empathy.” vs “Instead of jumping in with fixes, I started every 1:1 by asking one question: ‘What do you need from me this week?’”

2. Replace vague adjectives with proof.

“A successful launch” vs. “We hit 1,000 sign-ups in 48 hours.”

“An inspiring mentor” vs “She walked me through her onboarding process when I started my business.” 

If the word could fit in any post, it’s too abstract.

3. Use small details that make it feel lived-in.

“A long week.” vs.  “I logged back on three nights last week after the kids went to bed and almost forgot school picture day.”

“Solid engagement.” vs “The post earned 32 comments and a DM that led to a proposal.”

Try this today

Pull up one of your posts and highlight every word that sounds like a concept.

Then rewrite one sentence so your reader could see it happen.

Your ideas don’t need bigger words. They need clearer pictures.

The posts people remember are the ones they can see.