Here's a dirty little secret the best copywriters know…

Most people can't readily grasp percentages.

So don't say "50% off."Say: "Half off."

Don't say: "Increased by 97%."Say: "Almost doubled."

And don't say "82% of people have this problem."Say: "If you know 10 people, 8 of them have this problem."

Little changes like these can make a big difference — especially if what you’re writing relies on your audience readily grasping comparisons and results.