The Easiest Copywriting Hack to Make Your Marketing Material Convert

Hey, it's Max from the Inbox Newsletter.

Here's the easiest way to make your emails more believable:

Put stats in them.

Everyone says stuff like "You'll sleep better.” It’s generic and it means nothing

What’s rare is being able to say "91% of users reported better sleep after 30 days.”

If you want your brand to really stand out, you need specific numbers that feel like facts.

Here's how to generate your own stats and turn them into your best marketing material.

Key Takeaways:

• Stats feel more believable because they ARE more believable (they're factual, not opinion)

• The best brands (AG1, Gruns, etc.) build their entire marketing around customer data

• You can generate your own stats with a simple Google Form survey

• Pro tip: Weight your survey options toward positive responses

• Once you have stats, use them everywhere (emails, ads, landing pages, PDFs)

Why Stats Work

Your brain is wired to trust specific numbers.

"18g of protein per serving" beats "High in protein.”

"Rated 4.8 stars by 12,400 customers" beats "Customers love it.”

“95% saw improvements in digestion” beats “Improves gut health.”

The psychology is simple: specific numbers signal that someone actually measured something. Someone did the work. Someone collected real data. That precision creates instant credibility.

Stats also give people permission to buy.

Most purchasing decisions are emotional. But people need a logical reason to justify the purchase to themselves. Stats are that reason.

Someone gets the desire for your product because it looks good or their friend recommended it.

But they tell themselves they bought it because "94% of users saw visible results in 2 weeks."

The stat gives their brain the alibi it needs to say yes.

The Best Brands Build Marketing Around Stats

Look at how the top DTC brands use data in their emails:

Perfect example of how simple this can be. Grüns didn’t even run their own study. They pulled from studies on their ingredients that already exist.

Dose leads with a clinical-sounding stat right at the top. "90% reported a positive impact on Triglyceride levels" borrows authority from the world of science and research. Since Dose is specifically marketing to a cholesterol-aware audience, this is a powerful angle.

OSEA stacks three stats in a row. One stat is good, but three stats is a wall of proof. That's evidence they can use in all of their future marketing emails.

AG1 goes above and beyond for their stats. Since they lean into the “science based” marketing, they comissioned their own independent, 3rd-party study to track the perceived self-perceived efficacy of AG1 over the course of 3 months.

How to Generate Your Own Stats

You don’t need to overcomplicate this.

All you need is a Google Form and 30 minutes.

Here’s the formula we use for our 7-9 figure ecom clients you can steal:

Step 1: Create a simple survey in Google Forms

Ask 5-10 questions about their experience with your product. Keep it short and focused on outcomes.

For a skincare brand: "After using [product] for 2+ weeks, how would you rate the improvement in your skin's hydration?"

For a supplement brand: "After taking [product] for 30+ days, how would you describe the change in your energy levels?"

For a food brand: "How does [product] compare to similar products you've tried before?"

Step 2: Send a campaign to recent purchasers

Segment customers who bought 30-60 days ago so they've had enough time to actually use the product. Send them an email asking them to complete the survey.

Offer a discount code as an incentive. Put the code on the completion page so they have to finish the survey to get it.

Something like: "Take our 2-minute survey and get 15% off your next order."

Step 3: Collect responses and pull your stats

Once you have 100+ responses, you'll have real data you can use. "94% of customers reported improvement in X." "87% said they would recommend to a friend." "91% rated their experience 4 stars or higher."

That's the whole process. Nothing fancy required.

Pro Tip: Weight Your Survey Options

This step is crucial to get right:

When you design your survey questions, make it easy for people to say they improved.

Instead of survey options like this:

How did your sleep perform since using the product?

• Much worse

• Somewhat worse

• No change

• Somewhat better

• Much better

Try weighting toward positive outcomes:

How did your sleep perform since using the product?

• No improvement / worse

• Slight improvement

• Moderate improvement

• Significant improvement

• Dramatic improvement

You still have a "negative" option for honesty. But now you have four ways for someone to say "yes, it worked" instead of two.

Since you're surveying people who bought and used your product, you’re giving them more precise language to describe their positive experience.

The result: instead of "62% said it was somewhat or much better," you get "94% reported improvement" because slight, moderate, significant, and dramatic all count.

This is how you get killer stats for your brand.

Turn Your Stats Into Marketing

Once you have your stats, use them everywhere:

In your welcome flow: Lead with your strongest stat in email 2 or 3. "Here's what 2,400 customers said about [product]..."

In your campaigns: Stats make great hero sections. A big "94%" with a one-liner underneath stops the scroll.

On your product pages: Put stats near the add-to-cart button. They reduce friction right at the decision point.

In your ads: Stats make great hooks. "91% of users reported X" is more compelling than any benefit statement you could write.

In PDFs and lead magnets: Compile your stats into a "results report" or comparison guide.

The point is: once you have real data, now you're citing evidence. And evidence converts way better than vague promises.

Email Inspiration Of The Day

Brand:
De Soi

Email Design:
https://drive.google.com/file/d/1vEFazLcJswD-NGllVstlRT6l_stv30V9/view?usp=sharing

Notes:
SL: 6 green flags of great non-alc drinks. I like the angle of "Green Flags of XYZ"

Reply to this email if you have any questions or further content you want covered.

Cheers,

Max Sturtevant | Well Copy

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