7. Numbers support and illustrate benefit statements:
This life insurance is affordable.
This affordable life insurance costs $5.73 a week ... that's just 82¢ a day.
8. In the above example, notice the smaller the unit (day vs. week) the more affordable the cost is perceived to be (cents vs. dollars).
9. On the flip side, bigger numbers can be used to make people feel like they are getting a better deal. Which would you rather purchase-660 minutes or 11 hours of mobile phone talk time? When in doubt, test it.
10. Add a decimal with two zeros after it when you want a dollar amount to appear larger:
11. Conversely, drop the decimal and zeros to make the price appear lower:
Pay just $1/day
Pay just $1.00/day
12. There's power in the number 9 ... which is why prices frequently end with an 9 ($9.99, $49). Research confirms that these "charmed prices" can significantly increase sales. For more on this, check out William Poundstone's book Priceless, and this study done by researchers at the University of Chicago and MIT.
13. Kickstart readership, clickthrough and sales by using numbers in hot spots such as headlines, subject lines, outer envelopes teaser, buttons, Johnson Box copy, banner ads, twitter posts, Facebook ads, and landing pages.
14. Last but not least, test to see what works best for your audience, the context of your marketing message, and your business objective.
P.S. For more stealthy ways to influence how people perceive your numbers, check out this research by Virginia Tech marketers Rajesh Bagchi and Derick F. Davis. It's fascinating. And useful.