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Hack #2: The Verifiable Value
Proposition Numbers are hard to argue with.
especially when they’re verifiable, specific and
illustrative of the value
you’re about to get.
For example, MarketingExperiments.com
ran a test that compared which headline
generated more leads. Those three were:
1. “You Are Master and
Commander of a
Billion Documents” 2. “Cost Effective Litigation
Management Solutions” 3. “We Sell Unfair Advantages.
Interested?” We’ve already given the answer away.
The winner was the first; the only one
that included a number which built up the
perceived value of the offer.
The important part, though, wasn’t that
it won. But by how much. The only headline referencing a number
outperformed the others by worst performer by 259%. Then MarketingExperiments.com ran
another similar study that compared six more headlines. This time we are looking at: 1. (Control)
2. Dental Plans for $8.33 a month.
Acceptance Guaranteed. 3. Over 55,000 Dental Care Providers.
Acceptance Guaranteed. 4. Dental Care Coverage.
Best Price Guaranteed.
5. Low-Cost Dental Care for the
Uninsured. 6. Best Price Dental Care – Without Insurance. Once again, the results weren’t even
close. The top two performers,
unsurprisingly, were numbers two and three. But in this case, the more specific one won. The one that featured “…$8.33 a month”
lifted the conversion rate by 72.76% (number 3 – 26.41%).
To be continued.
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