7 Reasons Odd Numbers Can Power Up Your Headlines
Have you noticed that apart from the standard 10 Secrets Of… style of number headlines, most are written with odd numbers?
I went off on a quest to find out why this is.
1. Brandon Cornett says
With everything else being equal, odd numbers have been shown to outperform even numbers. Odd numbers appear more scientific and legitimate. That’s why Listerine kills 99% of germs instead of 100%.
2. A number written as a numeral e.g. “7″ rather than “seven” stands out in the text heading. Steven Covey’s 7 Habits Of Highly Effective People is a good example. The numeral draws the readers eye when scanning. People remember odd numbers more easily than even numbers.
3. Kendall SummerHawk says
Most of the time you see 3, 5, 7 and 9. Our brain is also able to take in information in small groupings, so when we see the number 3 or the number 5 it’s very easy for our brain to understand that. It’s very easy for that message to come into our brain and we stay more receptive to it.
She goes on to say that larger numbers such as “15″ seem more unmanageable for quick scanning and processing.
4. The number does not have to be right at the beginning of the headline e.g. Top 5 Free Ways To Promote Your Writing Business or Have You Made These 3 Basic Freelance Writing Mistakes?
5. Using odd numbers in headlines is a tried and true approach in the direct marketing, copywriting and popular magazine world. They know how to write headlines that attract attention and engage readers.
6. In marketing, the Law of Specificity states that people are more likely to believe information if it is specific rather than general.
7. Numerals provide a focus for the reader and a specific promise. It also provides a focus for the writer. With any promise comes the need to deliver. Sometimes headlines are “bait” to get you hooked, but once you read on the article doesn’t match the promise.
What are your thoughts or experiences with reading or writing headlines or book titles that include odd numbers?
UPDATE:
Robyn McMaster shared an interesting link to a post she wrote - Your Brain On Numbers - well worth reading.
Thanks Robyn.
Catch me on the web - Yvonne Russell
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www.smallbizmentor.com
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I wonder if odd numbers are somehow “hardwired” into us. In decorating a room, when you group objects together, the most pleasing ways are always using an odd number, and usually 3 or 5 of them…
Robert Hruzek’s last blog post..The Power of Retreat
Hi Robert
With displays, maybe it’s that even numbers are all neat and tidy, so to speak, but odd numbers create a focal point and a sense of expectation.
Would be interesting to talk to an artist or interior designer about this.
I’ll ask a direct response copywriter too and see what they say.
Any other thoughts on the power of odd numbers?
Seems to me that there was some interesting research on this issue of odd-even numbers:-) Cannot remember it at the moment — but will keep my eyes and brain open:-) Even more significant perhaps is the huge differences in gender differences and brain structures for using numbers:-) Now you have me thinking too! Great post and discussion — thanks!!
Ellen Weber’s last blog post..Does Your Workplace Fit Your Intelligences?
Hi Ellen
You raise an interesting point about gender and numbers.
When I had a bookstore boys in particular liked to buy books presented as series. They preferred those with numbers on the spines.
They regarded the series as a collection and there was a drive to have every book in the series in numerical order.
Yvonne, once Joanna Young, a mutual friend of ours asked me this same question about numbers since she had the number seven in mind before she started a blog and when she hit the magic number, she felt it was complete and she couldn’t think of additional entries for it. You’d be interested in that post…
http://brainbasedbiz.blogspot.com/2008/02/your-brain-on-numbers.html
Odd numbers seem to have a whole or completeness about them. When we see groups of three, five and seven they are more pleasing to the eye spatially, for example. If you have two, four and six they seem incomplete.
Try that and see what you think!
Robyn’s last blog post..A Step Away from Stress
I’m very much the same way - it’s practically impossible for me to read a book in a series unless I start with book #1. (I might miss some key element that’s important later, you know.)
Why is that just a male characteristic? It’s so… logical! :-\
Robert Hruzek’s last blog post..The Power of Retreat
Personally, I think the odd numbers idea only works with single digits. Above that, certain numbers ring true more than others - multiples of 25, twin digits (33,99), numbers that have special meaning in a certain context (69)
Jacob Share’s last blog post..Sailing Learning Experiences Group Writing Project
That’s interesting. Whenever I do list posts they usually seem to land on odd numbers. I guess I should just go with it:)
Linette’s last blog post..White Lilacs
Yvonne, once Joanna Young, a mutual friend of ours, asked me this same question about numbers since she had the number seven in mind before she started a blog and when she hit the magic number, she felt it was complete and she couldn’t think of additional entries for it. She found the same thing worked just by beginning with numbers. No matter what, it’s fun to experiment in different ways with numbers.
Odd numbers seem to have a whole or completeness about them. When we see groups of three, five and seven they are more pleasing to the eye spatially, for example. If you have two, four and six they seem incomplete.
Try that and see what you think!
Robyn’s last blog post..A Step Away from Stress
Hi Robert
I guess it isn’t just a male characteristic, but it was interesting to observe this with boys compared to girls. Some girls took this approach, but almost all the boys did.
Interesting. For me, I’m happy to dive in anywhere. It doesn’t have to be at the beginning. So are you saying I’m not logical?
Hi Jacob
That’s interesting too. I note that the very popular sites 43 Things ends in an odd number, but I’m going to take more notice of that sort of thing for sure from now on, and not just look at the single digit numbers
Hi Robyn
A colleague of mine does the same thing. Isn’t that uncanny that you can say or write a number and it give you a focus or structure?
I guess that’s why memes such as Thursday 13 are so popular.
Thanks so much for taking the time to visit and comment, Robyn.
Yvonne Russell’s last blog post..7 Reasons Odd Numbers Can Power Up Your Headlines
Hi Robyn
Thanks for reposting your comment with the link to your post on numbers, the brain and multiple intelligences.
In your comments Ellen Weber mentioned “numerical framework” which made me reflect on how thinking of e.g. 7 tips provides its own structure.
It’s been a while since I explored multiple intelligences. You’ve inspired me to challenge myself and stretch a little… should be fun.
This is really interesting because a few days ago I wrote 14 Reasons to NOT Use Splenda - initially I was going to title it “13 Reasons” and I changed it just because I wanted to include one more reason that I thought was important…there was a part of me however, that thought 13 sounded better than 14 - now I know why! (you got me wondering if I should change my title…I currently have a header in my list of “13+ reasons” so I could change the main article title…hmmmm)
JoLynn from The Fit Shack’s last blog post..Shrink Yourself Emotional Eating Experiment - Week Ten
Yvonne, shortly after I wrote on “The Brain on Numbers” I put myself to the test and tried writing about 5 specifics to a topic. Like Joanna Young mentioned, I had no trouble in thinking of five really good details, but after that I was fuzzy. Hmm… wonder what it would be like to think of 15! That’s a bit heady for me this evening.
Thanks for the mention upfront on your blog!
Robyn’s last blog post..How Do Genius’s Think?
Like some of you said — the brain doesn’t expect it. Even numbers feel comfortable and predictable. Obsessive compulsive detective Monk always has to make something one of these numbers. He doesn’t like odd numbers.
It could be about Broca’s area of the brain and its expecting the expected — like even numbers. When you give it something it doesn’t expect, you catch its attention more.
Good drink for thought. Thank you.
Meryl K. Evans’s last blog post..Follow Your Company and Brand Online
Fascinating conversation! Maybe I’m too much like Monk, but I prefer even numbers. Odd numbers make me feel as though something is missing. Just the same, odd numbers clearly work in direct marketing. Does anyone think our preference for odd numbers is a result of its extensive use in marketing and copywriting, instead of the other way around?
Brad Shorr’s last blog post..My Best No Comment Posts
Hi JoLynn
One way around this is to use 13 Reasons… in your headline and then add “Plus one more” or “Bonus Reason”. You still get your 14 in, but you can use the odd number in the headline.
Hi Robyn
Isn’t it interesting that our mindset is on that number and we set ourselves that task even subconsciously? The brain is truly fascinating.
Hi Brad
I love Monk! I’d forgotten about that particular quirk. Thanks for reminding me. There is something neat and tidy about even numbers which I guess is why odd numbers surprise or at least stand out.
Now you’ve thrown out a great point for pondering as to whether marketing has conditioned us. It would be interesting to explore this further.
What a great conversation… not odd at all.
LOL, Yvonne. Merle actually mentioned Monk; I don’t watch it because it airs here on Channel 51, and I can’t watch odd-numbered channels.
In defense of the even number list, consider these powerhouses — The Ten Commandments, the Twelve Step Program, and the Four Corners of the Earth. Makes me think conditioning may have something to do with our current preferences. (As long as nobody brings up the Seven Wonders of the World.)
Brad Shorr’s last blog post..My Best No Comment Posts
@ Brad - Thanks for setting me straight.
Sorry Meryl. Brad - I loved your “can’t watch odd numbered channels” LOL
About your powerhouse examples - That’s interesting too as they seem to intimate “completeness”.
I’m sure someone somewhere has done research on this… the psychology of odd and even numbers.
Hi Meryl - Broca’s area of the brain…
You know what this means… I have something more to go off exploring now. You have me intrigued.
Hi Yvonne,
Thanks, I like that idea, I might just change it.
JoLynn from The Fit Shack’s last blog post..Hey Fatty, Why Can’t You Just Control Yourself?
Wow, Yvonne - quite a conversation I’ve been missing!
No, I would NEVER say you’re illogical. Here in Texas we’d just say you’re “a mite peculiar”…
Robert Hruzek’s last blog post..WILF: Uh-oh, Time’s Runnin? Out!
Hi Robert
I thought about letting you have the first word and the last word, but hey I also thought it would be rude not to answer you.
Thanks for kicking off the conversation in the comments thread and for spreading the word in your network. It’s an interesting discussion.
Would you say it’s been an “odd” conversation or just an interesting one… or maybe even a “mite peculiar” one?
Just kidding… I’ve really enjoyed tossing this around, and am going to follow up more on all this.
Hi Yvonne,
Great idea. I write headlines for both web and print and did a test with my coworkers only to find that they were attracted to odd numbers! Very interesting. I look forward to reading more of your posts.
~Kristen Borrelli
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