I recently ran across a phrase that reminded me of a presentation by direct marketing legend Herschel Gordon Lewis at an AWAI bootcamp where I also presented.
He was comparing the relative efficiency of numbers versus spelled-out words. He cited studies that proved the effectiveness of numbers over words–regardless of what grammarians might think.
Note the 2 phrases, below:
- “features six world-class experts who instruct you on the various activities involved.”
- “features 6 world-class experts who instruct you on the various activities involved.”
Which communicates better? Which communicates faster?
Persuasive writing–and, these days, what type of writing isn’t intended to persuade?–depends on instant recognition and communication…and the number in the bottom example seems to be the winner.
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