How does information flow copywriter play the numbers game? Click to use directly!

Recently I have seen a lot of information flow copywriting with numbers, such as spending 20,000 to achieve the effect of 120,000, 200,000 will be deposited in 3 minutes, etc. It seems more intuitive , but not every digital title can make people want to click to learn more.

Admittedly, it’s a good idea to express some copy in numbers.

However: Based on the theory of evolution, people's ability to perceive, understand and apply numbers is much worse than that of pictures and texts . When you want to use numbers to convey the selling points of your products/services, you must pay special attention to the methods.

The most commonly used method in practice is conversion. Let’s take a look at a group of titles:

(Note: The title is purely hypothetical, don’t take it seriously)

• 1. In my country, more than 10 million people divorce every year
• 2. In our country, more than 27,000 people divorce every day
• 3. In my country, more than 3,300 people are getting divorced every hour.

(Note: "Divorce" means that the "hours" here are calculated based on 8 working hours, not 24 hours in a natural day)

It is not difficult to find that these three titles are all talking about the same thing: many people are getting divorced .

Judging from the textual description, it is impossible to absolutely evaluate which one is better or worse, but most users may be more interested in the third title. Why? Because it gives you a sense of déjà vu: Wow! So many people divorced in just one hour? ! It seems like a sea of ​​people is right in front of you.

How about comparing it with the following title?

• 4. In China, one couple gets divorced every 9 seconds

Title No. 4 is converted from Title No. 3, but it doesn’t give people the same feeling as a simple crowd. Instead, it gives people the feeling of, “ Oh my god, in the short time it took me to read this title , another couple got divorced!” You see, you naturally associate the content of this title with yourself …

The same goes for Didi . In the "2013-2014 China Mobile Internet Research Report" released by CNNIC, Didi's user share was shown to be as high as 75%. If converted into the actual number of users, this level would be very impressive. However, Didi did not use the content "XXXXXX people in China are using Didi" for advertising, but instead said " Three out of four friends use Didi ".

Send a picture for everyone to feel:

Do you feel that the useless Ouyang Feng in the corner doesn’t fit in?

"Everyone else is using it, but I am not! I have to use it like my friends, that's the right thing to do" - just by making a connection like this, Didi may gain another user.

If the copy is something like "XXXXXXX people in China are using Didi", at most it will give users the feeling that many people are using it. However, "So what? There are so many people in China, it's normal that many people use it. What does it have to do with me?"

Why does the same content feel so different when it is phrased differently?

Because "one pair every 9 seconds" and "three out of four friends use Didi" have greatly reduced the perceived distance with users.

Many advertisers like to use big numbers to reflect their scale, strength, etc. in order to shock users. However, Douglas Kenrick, one of the founders of evolutionary psychology, believes that large numbers are not very helpful in improving people's perception. On the contrary, " when the numbers become larger, the human brain becomes less intelligent, and extremely large numbers are just a vague concept ", which is the large numbers paradox.

In other words, people's feelings will not be aggravated by the magnitude of the numbers. On the contrary, the larger the magnitude, the more people will feel that it has nothing to do with them, and there is no need to have too many emotions if it has nothing to do with them .

Douglas's research also illustrates this point. Since our ancestors, we have been more likely to have a liking for small numbers that are more intuitive and easy to imagine, and are more likely to be attracted to and influenced by them.

In other words, if you want users to react to your title and make purchases, you need to communicate with the audience on a natural frequency band and convert key numbers into small numbers so that the audience can more intuitively understand and perceive the numbers themselves.

Percentage is also a commonly used method of digital conversion . The advantage of using percentages is that it can more effectively enhance people's perception.

Let’s take a look at two examples:

• 5. Through the analysis of the performance of 10 students attending tutoring classes, it was found that the performance of 8 children had improved significantly in a short period of time.
• 6. Through the analysis of the academic performance of the city’s third-year junior high school students, it was found that 80% of the students who attended extracurricular tutoring classes had significantly improved their academic performance.

It is not difficult to find that the difference between 5 and 6 is the difference in coverage, but the feeling given to users is whether the credibility is high or low. If we follow the statement in 5, the user might feel that: the sample size is too small, right? Maybe it's a coincidence? ——In other words, the probability that users do not believe or adopt the solution is very high.

But what if we hide the background population and answer directly using percentages?

Seeing this 80% of users, it would be like getting a psychological hint , as if this product/service has been widely (at least by hundreds of people) recognized and approved to some extent, and is trustworthy, and they would even unconsciously ask themselves questions about this topic: "So many people have improved, should I also send my children to tutoring classes? Which tutoring class is better? Which tutoring class is most likely to produce good results?" and so on - this arouses the herd mentality, and the power of copywriting naturally evolves into the power of sales.

The same idea is also used in franchise advertising, such as:

• 7. It only took 2 months to go from earning 10,000 to 20,000
• 8. It took only two months to increase profits by 200%

Needless to say, 8 is obviously more attractive. Although the meaning is the same, the use of the relative number 200% in a different way can trigger the user's yearning emotions.

Why does this effect occur? This requires talking about the perceptual differences that absolute numbers and relative numbers bring to people.

As the name suggests, absolute numbers are comprehensive indicators that reflect the total scale and level of the overall objective phenomenon under certain time and place conditions, such as GDP and the absolute number of total population. In the examples above, 10 and 8, 1 and 2 are all absolute numbers.

The relative number refers to the value obtained by comparing and calculating two related indicators. It is a comprehensive indicator used to reflect the degree of quantitative connection between objective phenomena. From the example, 80% is a relative number, which intuitively means 80 people out of 100. So, in comparison, 80% gives users much more room for imagination than 10 and 8 .

After all, the use of various elements in the copy is to increase the perceptibility of the copy, reduce the user's understanding cost, and enhance their desire to consume . When people make a judgment on whether to buy, they will always unconsciously look for reference points to assist them in making a choice. Compared with absolute numbers, relative numbers cater better to people's psychology. " You don't have to think about it and look for it. I will help you compare it directly ."

As Edison said, " People will want to avoid the drudgery of thinking as soon as they have the chance ." Since so many people have benefited from choosing me, why are you still hesitating?