On a recent client call, I was discussing a survey my client sent out.

The survey asked customers about their favorite supplements and ones they'd like added in 2024.

But there was one issue- the numbers weren't adding up.

In the survey, customers highlighted a premium muscle formula as their favorite supplement.

However, according to the numbers, the brand's simple protein powder was by far the best seller.

Which brings me to the point of numbers vs words.

During customer surveys, reviews, and other polls, people will choose an answer they think is "correct."

In this case, it was voting for the brand's premium muscle formula.

Customers wanted to give the impression that they only use premium supplements.

But a quick look at Klaviyo showed that the brand's protein powder was not only more popular, but had been purchased over 5x more often in Q4.

This is an example of social desirability bias- a common problem seen in research.

In short, it's when respondents want to appear more socially desirable, so their response doesn't reflect their actual beliefs.

And its one of several reasons why brand surveys aren't always the most reliable source of information.

They can not only misinform you during your research phase, but can completely ruin a campaign before it starts.

This is why I always suggest you follow the numbers. 

For example, if my client used the survey, they'd be launching a campaign next month on a product that sells 5x less than something else they offer.

And the likelihood is, it wouldn't sell as well as a campaign that focused on the brand's simple protein blend.

By following the stats and seeing where people actually spend their money you can pinpoint the products & services that will make you the most sales.

This is important to consider whenever you're conducting research.

While generic surveys are a good way to understand perceptions within a market, you want statistics on what people are actually buying before you write anything.

One great example of this is in the book "The Boron Letters."

Gary Halbert highlights that everybody claims they don't read the National Enquirer.

Yet, at the time it was the most popular newspaper in the world.

So while the perception of a group said one thing, the data said the opposite.

This is why it's crucial you use sales statistics to pinpoint what your copy should focus on.

Work for a service company? What's their best selling service?

Work for an eCom brand? What's their best selling product(s)?

Work for a digital creator? What's their best selling course(s)?

Don't waste time selling something nobody wants.

Find what already works and double down on it.

Have a great week,

Copy "follow the numbers" Maverick