Numbers move people to action....

A couple of years ago, I called my heating oil company to complain about prices. The call went nowhere until I read off a list of better prices from the company's competitors (a list I found on the Web). I got a better rate.
Same with my credit card. No dice until I quoted a mail offer with a better rate that I had just received in the mail. Suddenly the representative needed to speak with a supervisor; when she returned, I got the same good rate on my old card.
A few months ago, I promoted my services through a letter with the following headline: "My client asked for 500 qualified leads. They got 1,200. What can I do for you?" That letter has led to thousands of dollars worth of new business that continues to grow.
The common denominator? Numbers. Right or wrong, numbers reek of credibility. Of objective truth. Of hard reality. They build trust and often move people into action.
The next time you're stuck trying to write a lead, don't make a vague promise. Don't talk about values or visions. Add a number to your message: "Save $10 when you act by June 30"; "Grow revenues by 120%"; "Cut inventory costs by 53%"; "Get 3 times more frequent flyer miles"; etc.
Then count the results that come in...

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Jonathan Kranz is the author of Writing Copy for Dummies and a copywriting veteran now in his 21st year of independent practice. A popular and provocative speaker, Jonathan offers in-house marketing writing training sessions to help organizations create more content, more effectively.

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Twitter: @jonkranz