It’s been said that the way to get people to pay attention to a numeral in a line of copy is to put a dollar sign in front of it.
Seems the theory could be true … this excerpted from direct mail guru, Bob Bly’s recent newsletter:
A company tested two e-mail subject lines:
- a $50-off coupon
- 15%-off coupon equivalent to a $50 discount
The result? The first offer — with the dollar sign – generated nearly three times more revenue than the second offer with the percentage.
Source: The Marketing Report, 9/8/08
What this tells me is what I’ve always told my clients — be very clear and direct in your communication. Just say what you want to say plainly and in a way that customers can understand.
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