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An Idea A Day by David Thompson

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SALES COPY

THE RIGHT WAY TO USE NUMBERS

Andy Maslen

FOR SOME PEOPLE, the mere sight of a headline is enough to set off their bulls**t detector. “I can spot marketing speak a mile off,” they confidently assert. These are the people who assume that all advertising is lies and that people like me are somewhere below pond life in the intellectual food chain. But …

Show them the same sales pitch converted into numbers and a fair few of them will, magically, be transformed into believers. “Did you know,” they now equally confidently assert, “more than three-quarters of golfers who switched to the Heavy Helga driver now hit the ball 87 percent further?” ...

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