Copywriting almost always gets better results when you can use numbers. Think of saying, “We get the job done faster,” versus, “We used to spend 40 hours a week on this task; now we finish in 10!
Numbers paint word pictures. It’s hard to see a number without imagining a stack of blocks or sticks.
Here are 3 tips on how to present numbers You’ll need to test because not all markets respond the same way.
(1) Use aggregated numbers to communicate value.
Let’s say your service offers 3 calls a month. You can set it up as a quarterly program and promise 9 calls a month. It’s the same number. To many people, though, the larger number communicates more value.
I’ve gotten positive results with this technique in my 90-day project completion program.
(2) Use smaller numbers when you’re writing about client effort.
Have you ever broken down a large task into segments of 15 minutes or less? The job immediately feels more do-able.
When you’re presenting a program, you can help prospects break down their anticipated work.
“Just 15 minutes a day” will make the project more do-able; most of us can find 15 minutes no matter how busy we are.
“You’ll complete the whole course in a weekend afternoon” will help prospects visualize themselves completing the program.
This tip has to be tested, as your market will respond uniquely. What’s important is being aware that prospects consider the value of their time when evaluating any offer involving a service. You can anticipate their concerns and incorporate them into your copy.
(3) Avoid creative math.
A marketer announced a new program with a hefty price tag. To make the amount seem smaller, he promised, “All you need is 86 clients paying $99 a month. That’s just over $8500 a month!”
Sorry, that’s getting a little too creative! Getting even one client to pay $99 a month can be challenging in some markets…multiply by 86 and now you’re climbing a mountain.
You can admire the copywriting technique but use it with very great care.
One final tip: Use numerals – 1,2,3 – instead of words – one, two, three – in copywriting, especially landing pages and sales pages. For blog posts and articles, it’s a judgment call.
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