Leading with a statistic is always a good practice — especially if you have a product that needs some explaining. Here’s how this ad would be received without the stat hook:
- Umzu: Choline is one of the most vital nutrients in the human body.
- Everyone: Neat. Thanks. Anywayyyy…
When you open with a startling stat saying that 92% of adults are deficient in something, the first thing the audience wants to know is whether or not they’re in that group. We bet that 92% of people seeing this ad for the first time don’t know what choline is or does. But now they’re primed to click through and learn more. If your hooks are statistic-deficient, it might be time to consider supplementing.