When
to Break the Rules: Using Numbers to Your
Advantage
By Angelique Rewers, ABC, APR
Most large companies follow either the
Associated Press Style Guide or the
Chicago Manual of Style (or use a combination
of both) in order to build consistency in
their communication materials.
However, when it comes to writing headlines,
social media content, advertisements or other
promotional materials with selling power,
it's sometimes better to break the rules.
Here are eight rule breakers to embrace when
it comes to using numbers to your advantage.
Rule Breaker #1: Write
numbers using numerals -- not words -- even
if the number is less than 10 or at the beginning
of a sentence.
Example: 7 Strategies for Boosting Your
Social Media Response
Rule Breaker #2: Use the
most impressive sounding option.
Example: We have a combined half century
of experience.
Rule Breaker #3: Use "over"
as a synonym for "more than." (Technically,
"over" should only be used to describe
physical relationship, such as "the plane
flew over the houses," whereas "more
than" is used to describe quantity.)
Example: Save over 50% if you act this
week!
Rule Breaker #4: Use two
decimal places in percentages to make them
appear larger.
Example: Our clients earn an average
of 140.57% more than their competition.
Rule Breaker #5: Round up
or down using words like "almost,"
"nearly," "over," "under,"
and "more than."
Example: Our nearly two dozen IT experts
have more than 10,000 hours of training.
Rule Breaker #6: Use "thousands"
when it's 2,000 or more.
Example: Our thousands of customers agree.
Rule Breaker #7: Back up
your claims with hard numbers.
Example: Last year, we helped our clients
save $1,347,677.78 by streamlining their workflow.
Rule Breaker #8: Speak in
terms of whole numbers instead of percentages.
Example: 7 out of 10 dentists recommend...
Copyright © Bon Mot Communications LLC
2009
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