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Where are our APA nerds at? You know the rule.

Use numerals for numbers 10 and above. Use words for numbers zero through nine.

But it turns out, you should probably be using numbers alone in your copywriting. According to new data, representing values in digits converts better. 

That said, if expertise is what you’re selling, your customers expect visual complexity. In which case, “thirty-minute consult” might be preferable to “30-minute consult.

Start A/B testing to see which style converts better with your unique audience.

Read more about the full study on Nick Kolenda’s blog.

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Let’s get it on the calendar.

Earlier this quarter, Audi Spain worked with Ogilvy and Random House to transform its boring old owner’s manual into a collection of seven stories, written by seven Spanish authors, for International Book Day.

Each story is written by a different author using keywords from the manual, which appear on the same page and position as the source text, allowing users to toggle between the story and the practical information.

Literature and storytelling have been powerful differentiators for the brand recently, following the Audi Future Books campaign in 2020 and 2021, and “Extraordinary Reports” in 2023, which transformed Customer Service cases into stories.