Understand Your Buyer > How To Get Attention > The Big Number Effect
What is it?
When it comes to talking about the numbers in your business, the bigger the number you can use, the more impact it has.
Why does it work?
It works because bigger is better!
How can you use it?
When you are trying to communicate something about your offering – consider how you could reframe the number so you are describing the same thing, but using a different unit of measurement.
Our goal is not to actively mislead people, but we need to impact them with the biggest number(s) possible.
A word of warning – the figure has to be meaningful and your buyer should understand it. No point using a unit of measurement like Kw/h when talking about power. The number might be bigger – “1 million kw/h” but your buyer won’t understand it. Better to use equivalence to say “enough power for 9,354 TVs”
Example
When describing my own sales experience and credentials, I often use the number £600M rather than 2,000 units a year for 12 years. £600M is a larger number and, arguably, more relatable too.
See also
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