Nielsen's : As an example, one of the book's principles is that of tailoring information so that it's more specific to the individual user's circumstances. A website to promote tax cuts, for example, could calculate the amount of money a user would gain from a proposed new tax law. This is more persuasive than talking about tax reductions in general terms, partly because specifics beat generics, and partly because it personally involves the user, who must enter data to make it work.