Writers typically deal with numbers like Frankenstein’s monster.
You add them into your content material to make the topic extra alive, however the finish outcome doesn’t precisely prove the way you anticipated.
If the considered numbers sends you operating within the night time, take this flip as a substitute to change into the writing wizard of numerals.
1. Flip numbers into individuals
ORIGINAL: Over 80% of dentists surveyed advocate sugarless gum.
REVISED: 4 of 5 dentists advocate sugarless gum.
WHAT CHANGED: The revision converts the proportion to the variety of dentists.
WHY: Translating percentages into numbers of individuals (or issues) permits the reader to visualise higher who or what’s being counted or affected.
TIP: Each time you write a share, ask whether or not the story could be extra highly effective if readers envisioned the particular person or factor being measured. In that case, you possibly can merely say the “p.c quantity” out of 100.
Within the instance above, it might have mentioned 80 of 100 dentists. However that large quantity continues to be onerous to visualise, so simple arithmetic can cut back the proportion to the smallest entire quantity. The phrase “4 of 5 dentists” is far more relatable – readers could visualize the place their dentist could be among the many 5.
2. Use percentages to indicate pervasiveness or lack of pervasiveness
ORIGINAL: About 4 million U.S. employees use public transportation to journey to their workplaces.
REVISED: About 2.5% of U.S. employees use public transportation to journey to their workplaces.
WHAT CHANGED: As a substitute of quantifying the variety of individuals, a share was used.
WHY: If you wish to present how frequent or unusual one thing is, citing a share might be simpler. On this instance, 4 million individuals feels like lots. A reader might be impressed by the quantity. However when 2.5% is used, the reader realizes that comparatively few employees use public transportation.
TIP: If you wish to present commonality (or lack thereof), use a p.c determine. Now, if you wish to display pervasiveness (or lack thereof) AND put it in actual individuals/issues phrases, use each a share and a quantity. About 2.5% (4 million) of U.S. employees use public transportation.
3. Depend down
ORIGINAL: The most effective film of 2023 is The First Slam Dunk. Learn on for my second by means of tenth place picks.
Although Rotten Tomatoes didn’t use that sentence, it did take the strategy of beginning with No. 1.
REVISED: The tenth finest film of 2023 is John Wick: Chapter 4. Learn my countdown to find what leads as much as the yr’s first-place winner.
USA Right this moment took the countdown strategy with its prime films article.
WHAT CHANGED: The unique counted in sequential order, whereas the revision began with the best quantity and counted right down to No. 1.
WHY: In the event you reveal one of the best straight away, readers don’t must proceed studying to see the payoff – what’s No. 1 on the listing.
TIP: Use the countdown impact to create suspense to your reader. Readers admire and count on a payoff (a la David Letterman’s Prime 10 lists). However don’t simply write an inventory that would seem on the identical display screen. Craft compelling content material that prompts the customer to maintain scrolling.
4. Depend up
ORIGINAL: Constructing a brand new house is an thrilling alternative. To get it in move-in situation, you have to decide your inside paint colours, purchase the roofing supplies, get it framed, and construct a robust basis.
REVISED: Constructing a brand new house is an thrilling alternative. To get it in move-in situation, you have to:
- Construct a robust basis
- Get it framed
- Purchase the roofing supplies
- Decide your inside paint colours
WHAT CHANGED: The to-do listing mirrors the order by which they should be accomplished – they’re in sequential order.
WHY: By incorporating the 1, 2, 3, and so on., your readers can simply see how the massive image comes collectively and/or comply with it themselves.
New Dwelling Supply did this in its article about 10 steps to construct a brand new dwelling.
TIP: In the event you’re educating your readers on a course of or informing them on how one can do one thing, use numbers. Writers usually use outlines to craft their content material. Outlines are actually a proper numbering system. In the event you suppose it is sensible to do a top level view, it might make sense to do a sequential listing.
BONUS TIP: Even for those who don’t have a course of or a prime listing to share, consider using numbers. Labeling concepts with numbers – and noting that within the headline – creates an expectation for the reader on how a lot they’ll be taught. Plus, a numerical listing is simpler to scan. Readers who’re aware of some ideas can transfer on to the subsequent.
This instance from World Nomads clearly identifies what readers can count on from the article – seven issues to know earlier than heading to Cuba – and makes use of the numbers to make it simple to comply with the textual content.
5. Promote the story in 150 to 160 characters
ORIGINAL: Dressing up in costumes and trick or treating are common Halloween actions, however few most likely affiliate these lighthearted fall traditions with their origins in Samhain, a three-day historic Celtic pagan competition.
That’s the unique intro for Time’s article on Halloween.
REVISED: Few most likely affiliate the lighthearted traditions of Halloween with their origins in Samhain, an historic Celtic pagan competition.
WHAT CHANGED: Within the authentic, the lede grew to become the de-facto meta description showing in Google’s search outcomes. Within the revision, the meta description extra shortly addresses what the searcher needs to know – the origin of Halloween.
WHY: A searcher’s intent usually differs from the intent of the on-page reader. Whereas the lede needs to be written to seize the eye of a reader, a meta description needs to be written to seize the eye of a searcher. (And if there isn’t a meta description, Google usually showcases the start of the article.)
TIP: The act of writing a succinct, intent-based meta description (150 to 160 characters) earlier than writing the article lets you acknowledge what the main focus of the piece needs to be.
Overcome your concern of numbers
Now there, that wasn’t so dangerous, was it? You’ve received 5 non-scary methods to make use of numbers in your content material which have your audiences seeing rainbows, not scary creations.
You at the moment are the particular person behind the scenes – the magician who can flip numbers into individuals and issues into numbers. You possibly can conjure up countdowns that create suspense and spells to assist individuals get issues achieved. And eventually, you possibly can assist conquer the Google monster and get the correct content material in entrance of your viewers.
And all that may occur with out a magic calculator.
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Cowl picture by Joseph Kalinowski/Content material Advertising Institute
Up to date from an October 2019 article.
