Understand Your Buyer > How To Get Attention > Descending Number List

What is it?

Descending number lists are used to navigate complexity and communicate how your offering simplifies a problem or situation, or to communicate the scope of your offering.

Why does it work?

It works because it lists (in descending order) all of the variables that come into play. In our example below this company has 500+ different Kitchen combinations, across 6 styles and 3 collections – but they will help you find your 1 perfect kitchen.

If you are trying to choose a kitchen and feel a little overwhelmed, this descending number list reassures you that the company will guide you to the right result.

How can you use it?

If you have a large or complicated offering or if you simplify a problem for your client, you can use a descending number list.

Start by listing the variables- we’re looking for the largest numbers possible and then arrange them in descending order with the last item being the message you want to convey – “one perfect kitchen” or “One choice for XYZ problem”

Hypothetical Example:

A kitchen retailer wants to reassure buyers who feel overwhelmed by too many choices. Instead of saying, “We have hundreds of options,” they use a descending number list in their marketing:

“500+ kitchen combinations.
6 beautiful styles.
3 curated collections.
1 perfect kitchen – designed just for you.”

This approach takes the complexity of choice and reframes it as a guided journey toward a single, perfect solution, which makes the decision process feel easier and less overwhelming.

Similarly, a coaching business might say:

“20 years of experience.
10 proven frameworks.
3 focus areas.
1 personalised plan for your success.”

See also