The Odd Thing About Even Numbers in Copy

For some reason, even numbers are not as effective as odd numbers in copy.

Example: “The 6 energy stocks you must own now” is somehow less appealing than “The 5 energy stocks you must own now” – even though it promises an extra stock recommendation. And you almost never see a book titled “100 Ways to do X.” It’s always “101 Ways.”

Copywriter Gymi Slezinger has a theory about this….“Even numbers have balance and closure,” says Gymi. “They don’t need you. Odd numbers have something hanging. There is urgency in them.”

Exception: 10 works well in copy – e.g., “10 Tips for Better Technical Writing” – because, according to Gymi, it is authoritative.