How Asana uses numbers to write memorable body copy

THE BREAKDOWN

Asana’s logo bar (and corresponding body copy).

For your consideration, here's the Asana home page:

Obviously, there’s plenty of copy to work with. But let’s focus on the proof bar that sits directly under the hero section:

What's working:

Concrete language increases credibility.

Asana doesn't settle for vague placeholder copy like "Our customers include." Instead, they use precise language that packs a punch:

1. They specify working with "Fortune 100" companies, signaling their ability to handle enterprise-level clients.

2. Asana quantifies their reach, stating they work with 85% of the Fortune 100s.

This approach effectively communicates that "we work with almost all the big dogs" without actually saying it, lending more credibility to their claims.

What we might optimize:

Use precise numbers to increase memorability.

While 85% is a strong statistic, it's worth considering if this number has been rounded for simplicity. If so, we might test a more precise figure:

• A number with a decimal point (e.g., "85.7%") could increase the perceived accuracy and, consequently, the message’s credibility.

• Odd numbers tend to be more memorable than even or round numbers. So if the actual figure is close to 85%, something like 84.9% might be more memorable.

By implementing these tweaks, Asana can improve the already-strong social proof bar. And make their impressive client list even more memorable.

THE PSYCHOLOGY

The persuasiveness is in the precision.

Precise language helps your brain create vivid mental images.

It's the difference between someone telling you they saw "a bird on a branch" versus "a bright red cardinal perched on a snow-covered branch." The second description paints a clearer picture, doesn't it?

This isn't just anecdotal—it's science. Concrete, specific language creates more vivid mental images, which makes a message (or image or idea) more memorable.

Why does this matter for marketers and copywriters?

Simple: memorable messages help you capture mindshare.

And capturing mindshare is the first step on the path to capturing market share.

In Asana's case, the use of “Fortune 100” companies and “85%” reach creates a concrete image of widespread adoption among the cream of the corporate crop. This specificity makes their claim more vivid and, as a result, more memorable.

THE ACTIONABLE TIP

Be specific. (Be, be specific.)

Here's the key strategy you can swipe:

Turn vague claims into specific statements that paint a vivid picture.

This strategy stretches beyond logo bars. Here are some extra ways to implement:

• Product descriptions: Turn general claims into specific benefits. (If possible, include concrete performance data.)

• Testimonials: Prioritize specifics over vague praise. For example, "Acme Inc. helped us reduce release times by 7.5 hours" beats "Acme Inc. is such a timesaver."

• Offers and promotions: Use specific discount percentages and clear timeframes. Do the math for your readers—show exact dollars and cents saved and savings percentages. (Experiment with different ways to present these figures to land on the most intriguing options for your reader.)

Remember: Vague is the enemy of memorable. Which means it’s also the enemy of conversions.