How to use numbers in your sales copy

This is not my habit to copy posts from other sources but this time I couldn’t resist. The info below seems to be very useful for any ISV and everyone who deals with sales copy writing.

Here are 7 ways to use numbers to increase the selling power of your next promotion:

Original source: www.technicalcommunicationcenter.com
Author: Bob Bly

Numbers gain attention, arouse curiosity, and add credibility to product claims.

1 - Make percentages look larger.

Taking percentages out to the second decimal place makes them look bigger, because there are 2 extra digits.

Good: 230%
Better: 230.47%

2 - The magic of 2,000.

When you have 2,000 or more of something, you can legitimately say you have “thousands.”

Good: 2,100 subscribers.
Better: thousands of subscribers.
Thousands sounds better because it could be anything from 2,000
to 999,999.

3 - Almost/over.

When you want to make a number bigger than it is, compare it to the nearest round number using the words “almost” or “over/more than.”

Good: 17 years of experience.
Better: almost 20 years of experience.

Good: 21 years of experience.
Better: more than 20 years of experience.

4 - Use credible numbers.

The rule of thumb is to use the round number when you are talking theoretically, and the odd number when you are presenting hard data.

Theoretical: “Make $100,000 as a professional massage therapist.”
Hard data: “Last year Henry earned $100,287.45 in his massage therapy practice.”

5 - Do not write numbers as words. Use numerals.

Good: Seven ways to reduce PC down-time.
Better: 7 ways to reduce PC down-time.

6 - Write fractions as whole numbers rather than percentages.

Good: 30% of wine bottles have cork rot.
Better: 3 out of 10 wine bottles have cork rot.

7 - Use the largest unit of measure possible to make a number sound big.

Good: 25 years of service.
Better: A quarter of a century of service.