In the classic Tested Advertising Methods, John Caples teaches us that being specific increases the power of your words. He tells a story of a company that advertised a 52.7% increase in building material quality over government standards.
Along with this specific number and a marketing plan, within a few weeks, the sales staff generated 150 new orders. For several reasons, management instructed the sales team to soften demand for the product. So they changed the number "52.7%" to "over 50%."
The result?
Demand fell sharply.
Caples writes:
Note how “52.7%” was accepted as a definite proof of quality and value, while “over 50%” was discounted as a mere claim in praise of a product.
If you want to further increase the credibility of your numbers, include a chart that shows the value your product delivers.
On more than one occasion, I’ve given a presentation where I’ve claimed, for example, that a technique has prevented a company from losing $1,296,374. Typically, the person starts asking defensive questions -- How did you calculate the number?
Instead of arguing or being sarcastic (Have you heard of Excel?), I pull out a chart that shows the savings. And in most cases, the person shifted her focus from doubt to curiosity. Perhaps, upon seeing the visual, she is able to picture the benefits. A specific number and a visual may be the combination that unlocks your prospect’s mind and helps her to imagine using your product.
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