13th September 2008
Brian Scott

What is more apt to capture your attention? If you wrote copy that says, "Our product removes most blemishes in a short time" or "Our product has been proven to remove 80% of facial blemishes in three days"? Obviously, the copy with the numbers is less vague and easier to understand. Using numbers in copy attract people's attention more. Numbers sound more credible than vague words because it is scientific and measurable.

When you write copy that sells, you want to be specific about the benefits. Why should someone buy this product versus another product? How fast will the product work to resolve their problem? How effective is the product in terms that are quantifiable and measurable? Do your readers know what to expect after they read your copy on how product works?

Another reason why you should include specific numbers in your copy is to engage the human mind. The human mind tends to quantify things in small units. It is simply easier to remember the benefits when you list them in percentages or day intervals; this way, the reader can apply these familiar numbers to his frame of reference. You can even make it more appealing, by using number metaphors that help your readers understand how wonderful your product is.

For instance, say you are selling tax preparation software to people who are trying to file their taxes by a certain date. What are the benefits? Is it the fact that your software can prepare taxes automatically? No! They can hire a tax preparer to do it for them. You have to offer the benefits in terms people understand. You might suggest:

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Ninety-five percent of people using XXXsoftware received their refund within 3 days. Over 75% of people increased their refund, some even by as much as $2,000.
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It's obvious to see why this software would appeal to the average tax preparer who needs to increase their refund or deposit their tax refunds quickly without going to a tax preparer.

Many large companies sell their benefits this way. McDonalds doesn't say, "We sell hamburgers." We know they do. They say: "Over 99 billion served." This four-word sentence tells you their hamburgers are so yummy that they fly off the grill.

Limiting the time your offer is available is actually another wonderful copywriting technique. It can be a good motivator for people visiting your web site to buy - NOW! Why? Sometimes it's the things you don't buy you regret more than the ones you actually do purchase. When shoppers choose not to buy an item, they often experience immediate feelings of regret.

Selling cues, such as "three-week sale" or "limited opportunity," tend to heighten the urge to spend and avoid regret over not buying an item. Everyone likes to brag about the great deal they snagged on a perfect sale, but no one likes to talk about the deals that got away. This is a basic investment psychology of people who are risk-averse more from not doing something than from doing something.

In your copy, ask your readers to do something. Ask them to buy your product and limit the time they can get that great deal. This pushes your readers' emotional buttons to buy now because they feel they are getting a special deal.

Whatever you do, don't limit an offer and then suddenly extend it. Consumers may act on automatic responses, but they're not stupid. Many furniture liquidation warehouses have "final sales" repeatedly. At some point, they lose credibility with their existing customers and must always search for new ones. Your loyal customers are a goldmine, so don't abuse them.

Brian Scott is the author of the newly-released book/audio book, SOCIAL COPYWRITING 2.0, available at http://www.PaydayPublishing.com . Listen to free audio samples on copywriting for today's social media.