READ TIME: 4.43mins
Have you ever wondered why Heinz has 57 varieties, not 60?
Or why KFC has 11 herbs and spices, not 10?
Or why you’re more inclined to engage in a service when given a specific timeframe?
Numbers.
It all comes down to the power of numbers.
Think back to the last time you were researching a new product or service online.
You probably came across a claim like, “Trusted by over 2,000 customers” or “75k+ 5 star reviews” (well done Fender Play).
This immediately gave you a sense of trust and reliability – and reassurance that you’re onto a good thing, right?
Or remember when you needed to get that red wine stain out of your new top? (me too!)
The laundry detergent boasting it removes 97% of tough stains with just one wash probably found its way into your shopping cart, over the generic “stain remover” beside it.
You see.. marketers don’t just throw numbers into messaging for fun.
They have a specific purpose… a VERY specific purpose.
And it’s to do with how numbers tap into our brains to process information easily and make us feel confident about our choices.
Our brains love numbers for a variety of reasons.
At a fundamental level, numbers provide a sense of order and precision as they allow us to quantify, compare, and evaluate information quickly and efficiently – often better than text.
This ability is powerful for grabbing attention and subconsciously influencing decisions.
Numbers convey a level of detail that general statements just can’t match, supporting our inherent belief in the objectivity and factual nature of numbers, even though they can be presented in ways that shape our perception.
Like "93% success rate" feels more legitimate and trustworthy than "high success rate," right? Even though both convey the same message.
Numbers also help us visualise outcomes by providing clear mental pictures.
If someone was to tell you their weight loss program could help you lose 10kgs in one month, you could easily visualise the progress and its impact on your health and appearance at 30 days.
Being able to visualise this makes that program more appealing, doesn’t it?
This concrete detail turns an abstract promise into something tangible and relatable, making the benefits of a product or service more compelling and helping you make quicker, more informed decisions.
Would you believe me if I told you that your brain responds better to ODD numbers over even ones?
I kid you not.
Although it helps explains my (mild) obsession with the volume on the TV needing to always be on an odd number – or maybe that’s just my OCD, Who knows?!
But think about it…
How often do you see something priced at $27, $97 or $497?
Or an ad promoting “3 key benefits”.
Or a business pushing a “5-day challenge” (or ahem! a 5-day accelerator program 😉)
These numbers haven’t just been plucked from thin air.
They’ve been carefully selected because odd numbers capture attention and stand out.
This perception stems from the fact that even numbers are often associated with symmetry and balance, while odd numbers are linked with asymmetry and uniqueness.
And given our brains are attuned to pattern recognition, an odd number disrupts these expected patterns.
This little disruption can lead to increased cognitive engagement, as the brain works slightly harder to process the unbalanced odd number.
Meaning you’re more likely to capture attention and enhance recall, as people remember odd numbers better than even ones.
When you look at some of the most successful brands in the world, you’ll start seeing how often odd numbers are popping up…
HEINZ 57 VARIETIES
Initially H.J. Heinz, the founder of the Heinz Company, produced more than 60 different products, but wanted a number that would be more memorable (after seeing an ad in the local paper for “21 styles of shoes”).
So, he chose the number 57 because he believed it had a psychological appeal and considered it to be a lucky and aesthetically pleasing number.
The combination of a number with such qualities and its odd nature made it stand out and easier for consumers to remember – which 128 years later we still do.
How’s this for old school advertising?!
KFC’s 11 HERBS AND SPICES
KFC’s famous recipe of “11 herbs and spices” is one of the best kept secrets in the fast-food industry, contributing significantly to the brand’s identity and marketing appeal.
Colonel Sanders developed this specific blend in the 1940s with a precise number of ingredients, differentiating itself from competitors, driving curiosity and making the brand memorable and distinctive in consumers’ minds.
I do question…given how well guarded the secret recipe is, are there actually 11 herbs and spices, or was 11 picked for its psychological appeal?
It’s a no brainer that you need to incorporate numbers into your marketing to grab attention, influence decision and sell more stuff… but what’s the best way?
💸 REFRAME YOUR MESSAGING WITH SPECIFICS
Turn generic statements into specific messages to add credibility to your marketing.
Instead of saying “many satisfied customers,” specify “98% customer satisfaction.” This level of detail helps differentiate your brand and makes your claims more persuasive and trustworthy to potential customers.
💸 QUANTIFY THE BENEFITS
Help potential clients understand the exact value they will receive by using specific details and tangible outcomes.
Creating messages like “Save $200 a year” or “Boost productivity by 50%” makes the advantages tangible and attractive.
This approach not only clarifies the benefits but also builds trust by providing concrete evidence of your product’s impact.
💸 CAPITALISE ON SOCIAL PROOF
Demonstrate popularity and trustworthiness by showcasing numbers that reflect your product or service’s success.
Phrases like “Join 10,000 subscribers” or “Over 1 million units sold” or “Rated 4.9 stars from over 5000 happy customers” can create a bandwagon effect, encouraging others to follow suit and buy what you’re selling.
United By Blue, an American sustainable apparel and accessories brand, effectively uses numbers in social proofing to support their environmental impact messaging, customer engagement and transparency.
These strategies build trust, enhance credibility, and attract eco-conscious consumers who want to make a positive impact with their purchases.
💸 FOCUS ON CONSISTENCY AND ACCURACY
Ensure that the numbers you use are accurate and consistent across all marketing materials.
Misleading or inconsistent figures can damage your credibility and erode trust.
Regularly review and update your data to maintain integrity, as well-informed consumers are quick to spot discrepancies and call out fabricated authenticity.
While there is no one magic trick or silver bullet to win over every potential customer, strategically using numbers in your marketing efforts will enhance your chances.
Be the brand that helps their audience visualise their outcomes.
The brand turns abstract promises into tangible, specific messages.
The brand that disrupts expected brain patterns to capture attention and enhance recall.
Just don’t be the brand that fabricates numbers to make your claims seem more impressive. That’s not cool!
Psssst!! Want to find out how you can get closer to your audience by learning more cool stuff like this… so you can become more persuasive and sell more? Here’s how I can help:
THE fACE BEHIND “TAKE MY MONEY”
I’m a dog loving, tea drinking extraordinaire, and the ultimate geek when it comes to all thing’s marketing, consumer behaviour and buyer psychology.
With a love for storytelling, a heart for creativity, and a brain for science I’m on a mission to help people like you think like their customer so you can create marketing that connects, influences and drives action… in your favour.
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