Why? Your brain retains 3-5 bits of information at a time.
Most people also know writers struggle to get to a nice even 10 things.
This is then perceived as at least one item being padding.
Numbers And The Brain
Don’t use percentages to share good news. They do not translate the value as affectively.
“9 out 10 dentists use our toothpaste is more tangible than 90% of dentists.”
You should always start sentences with numbers written as words.
And two numbers next to each other are difficult to read.
Want to see this in action?
“Four 3-year-olds” is easier to read than
Ever wondered why everything seems to be ending in 99 when it comes to pricing?
The number ‘9’ has a powerful affect on the brain.
$9.99 or $49 can significantly increase sales as it is perceived as much cheaper than $10 or $50.
William Poundstone’s book Priceless, this study done by researchers at the University of Chicago and MIT have a tonne of cool research on this.
If you sprinkle numbers through your written material, and hotspots like headlines, subject lines, buttons, Facebook ads, and landing pages, you will see an upsurge in engagement.
The number 3 has got the power.
It’s a case of give me choices. But not too many.
Our brains have evolved to like choices and believe it or not it is a way we protect ourselves from harm.
But it doesn’t like too many choices. This becomes confusing.
So groups of three impact writing and makes things easier for people to remember.
Here are some copywriting examples:
Just do it. — Nike slogan
I’m lovin’ it. — McDonalds slogan
This has been going on for hundreds of years!
Three blind mice. Three little pigs. Three wise men. Three musketeers.
Here are some wise words from the American advertising guru, E. St. Elmo Lewis.
Here are his three copywriting principles:
“The mission of an advertisement is to attract a reader, so that he will look at the advertisement and start to read it; then to interest him, so that he will continue to read it; then to convince him, so that when he has read it he will believe it. If an advertisement contains these three qualities of success, it is a successful advertisement.”