The same fact presented two different ways leads to different decisions. Whether a number is shown as a gain or a loss, a percent or a count, changes how it lands.
When writing headlines, pricing, claims and data points; whenever a number is doing the persuading.
90% fat-free versus 10% fat; $1 a day versus $365 a year; a 95% success rate versus a 1-in-20 failure rate; time saved per week instead of features added.
A precision tool for copywriters in every category. Flagged the moment the frame hides the truth instead of clarifying it.
