The average 12-year-old boy is 356% more likely to ask his parents to buy ice cream at the store than a 15-year-old girl.
How crazy is that?
Not only because that’s an enormous difference in the likelihood of a kid asking for ice cream. I mean, it’s not as if ice cream is this extremely gender-specific interest as opposed to playing with dolls or reading your average superhero comic book.
And neither is that 3-year difference that much when you think about the general age range of people who enjoy eating ice cream.
But no, that’s not all. There’s a lot more that makes it a crazy statement.
More specifically…
It’s also crazy because I made up that fact just now. Entirely made up. Total bollocks. I didn’t even do a sliver of research to make it feel more possible.
And yet…
I’m certain there’s a high chance you read that first sentence and simply believed it.
In fact, I know many people did.
Coincidentally, it’s also something Claude C. Hopkins wrote about in Scientific Advertising when he said the following:
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“The weight of an argument may often be multiplied by making it specific. Say that a tungsten lamp gives more light than a carbon and you leave some doubt. Say that it gives three and one-third times the light and people realize that you have made tests and comparisons.”
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Now, admittedly, he didn’t say anything about lying and or making up facts.
Probably because that’s not a good business practice.
But it does work just as well—which clearly shows you the power of being specific.
Now, I’m sure you’re not planning on making up random specific, and believable, facts as a party trick wherever you go.
But you might be interested to know that you’d make, on average, a total of $42 for every $1 you spent on email marketing.
Not a bad trade, eh?
And if you’d like to start learning how to write better emails so you can make more sales while keeping your readers reading day after day, then check out Email Valhalla here: https://alexvandromme.com/valhalla