The X Factor

Understand Your Buyer > How To Get Attention > The X Factor


What is it?

When it comes to using numbers to express how much something has increased, decreased or improved, using a “factor” approach can be a compelling and simple way to seize the attention of your buyer.


Why does it work?

It works because it simplifies the communication to 2 characters. In the example here we have a 2x improvement. To express this as a 200% improvement uses more characters and packaging space. It also may confuse some people who may not understand as quickly what the percentage impact means. (Sounds unusual, but remember the average reading age in the UK is 9 so we have to keep to the simplest concepts possible.


How can you use it?

If you have an increase, decrease or improvement to communicate, consider expressing it as a factor or multiple to give you a simpler way f communicating what matters.



Lots of household cleaning products make the “2x” or similar claim on their packaging. This Febreze lasts 2x longer which makes you feel like you are getting twice what you are paying for and thus it helps to justify the price in your mind. 




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