Numbers Don't Lie...

In the world of persuasion, it is often said that specificity is key.

And one vital tool that has been used over time to represent concrete data with precision in sales copy and ads are numbers.

As the saying goes, numbers don't lie.

When used effectively, numerical data can be used to breed trust among your audience by conveying specificity and injecting authority into your copy.

You see, in the marketing business, vague ideas and groundless claims are ad killers.?

And there is nothing more vague and unbelievable than a copy lacking solid stats and facts to back up its claims.?

One surefire way you could use to clarify ideas and bolster claims in your copy is by weaving in figures and percentages.

And yes, of course, these should be real numbers.

Numbers might not lie but people still do.

Using fake stats in your copy simply defeats the purpose of persuasion and would only end in a loss of trust from your prospects.

Which you'd agree is essential in business.

Let's take a quick look at an example of how numerical data can be used as a tool of persuasion.

8 out of 10 marketers who used the X funnel strategy have grown their sales to over 250%.?

Many marketers who used the X funnel strategy have achieved huge success in sales.?

Now, which of these sounds more believable to you??

That's right, the first one.?

It's no surprise that when claims are expressed in numerical data like this, it appears to be more authentic and convincing.

You'll agree that "8 out 10" outweighs "many" on the believability scale.?

In the same way "250%" is a much more detailed description than "huge"?

I mean, think about it...

What does "huge success" even mean anyway??

Aside from being vague, the result here can't be measured too.

It's not specific.

Meaning it's not perceivable.

Therefore, the word loses its essence and just comes across as a buzzword to your prospects.

It's become a mere filler in your copy.

Here's why...?

Unlike their wordy counterparts, numbers are measurable, specific and provide more context to the reader.

The devil is in the details, you see.

Details like this tickle your prospect's trust glands and sneak you right past their bullshit detector.?

It isn't magic, it's just maths.

Numbers prepare a solid groundwork on which compelling arguments are built.

And since the human brain is wired to absorb numerical data easily, it makes the information more digestible and memorable to the reader.

There's a certain clarity about numbers that words only just can't provide.

And that clarity is critical in selling your ideas (persuasively) to your audience.

Now this doesn't mean you go all algebralistic (no, it's not a real word) on your audience and throw figures and equations all over the place.

Except your target audience is comprised of statisticians and economists, it's best you go easy on the numbers.

Numerical data should be used sparingly and only when they're relevant to the context to avoid complicating your message.

In cases where words aren't enough to drive home key messages, numbers can help frame ideas better and forge credibility.

And hey, don't get me wrong, I'm not saying you should ditch words for numbers the slightest chance you get. (you won't get far without words anyway)

But used in the right context, numbers could help show important statistics, clear-cut results and establish credibility in your copy.

Ultimately, the sweet spot lies in the balance between solid data evidence and compelling narratives.

Where words are not just used in isolation but alongside numbers to produce a maximum impact on the overall message.

A message that not only appeals to the emotional side of your readers but also their logical point of view.

A message that sells.

When words aren't enough, use numbers.

Numbers dont lie.

Stay ahead of the curve,

Akeem.

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