Lead With Exact Numbers, Not Hype
This GE Carry Cool ad is a masterclass in killing hype with cold, hard numbers. No “revolutionary comfort solution” nonsense. Just: 43 lbs, installs in minutes, $99.95. The photo shows someone literally carrying the unit while kids hang out on the stoop, proving the promise. You instantly know what it is, what it does, and if it’s for you.
Nothing But The Facts
The headline fires three specifics in a row, then the body copy keeps piling on: 4,000 BTUs, 10-7/8" deep case, 10-position thermostat, ten‑year warranty. Every claim is anchored to a measurable detail. That turns “portable air conditioner” from a vague pitch into something you can picture lifting, installing, and actually using.
Why Exact Numbers Beat Hype
- Numbers feel verifiable, hype feels slippery.
- Specifics create mental images (43 lbs vs “lightweight”).
- Details reduce risk and objections before they surface.
- Quantified value makes the price look like a deal.
Modern Brands Doing The Same Thing
Basecamp leads with how many thousands of companies run projects on their software, not vague claims about productivity.
ConvertKit prominently shows the exact number of creators using the platform as live social proof.
Apple sells MacBooks with specific battery hours and nits of brightness instead of just calling them powerful.