Even if the research out there doesn’t look good for you or the product you are promoting, you can actually flip the statistics to turn them in your favor.
There’s nothing unethical about it and I’m not implying that you should in any way distort the facts or tamper with the evidence, I would never do that.
The best way I can show you this strategy in action is to give you an example.
Let’s say you’re writing the marketing copy for a healthy snack product aimed at children, but your biggest competitor has 60% of the market. Their claim to fame is “2 out of 3 moms choose XYZ snacks for their kids”. Seems undefeatable, right? No manufacturer in their right mind is going to admit that “just 30% of the kids who tried our snacks liked them best”.
But as a copywriter, you could focus on the exclusivity and in this case, the pride of the parents in feeding their children something that’s good for them.
So you could use these same statistics to say “over 60% of today’s kids are eating pure junk food. Give your child something healthy and wholesome with ABC snacks.” Of course, that’s just a quick and simple example to illustrate how 2 out of 3 people recommending one product, could turn into over 60% of people taking the wrong course of action related to another product.
Would you like to put this strategy to use in your own copy? Here’s a few ways how to do that:
- Round off numbers: Let’s say your newsletter has 2,315 subscribers. You could say “Join thousands of satisfied subscribers”
- Turn weak points into selling points: Your brand of products may not be the preferred name brand, but you can capitalize on the fact that you take better care of your customers by giving them personalized support.
- Write numbers using the largest units of measure: Instead of saying “in the last 50 years…” make the timeframe sound even longer such as “in the last half century…”
- Make time comparisons: Rather than just giving a generic number, such as “this year alone – I’ve made thousands of dollars using this method”, compare it to a timeframe that your audience will remember, such as “in the time it took you to read this sentence, I made $100.00 using the method I’m about to reveal”.
Using statistics allows you to either make a powerful point of a product’s popularity and sales or on the opposite end of the spectrum, talk about its exclusivity and enhance its desirability by making it more elite in the eyes of your readers.
To put this to use in your own copywriting, think of ways that you can make a number of sales, passing time, or other statistic sound larger (or smaller) in the reader’s mind just by the power of comparison.
By putting this to use in your own writing, you’ll be able to make the case for nearly anything you’re trying to promote.
Please share your opinion on using statistics in your copy to improve conversions by leaving a coment below.