The Unit of Measure Marketing Secret — How Small Changes in Messaging Can Dramatically Boost Results
Quick question: Which feels longer— 72 hours or 3 days?
Which sounds bigger — 36 inches or 3 feet?
If you're like most people, you said 3 days and 3 feet, even though they're mathematically identical.
This isn't a coincidence or a trick question. It's a fundamental insight into how our brains process information. And it can transform your small business marketing.
The simple psychology that changes everything
Here's the big idea: The unit of measure often packs more punch than the number itself.
Most entrepreneurs focus entirely on the number when crafting their marketing messages. But the real magic happens when you pay attention to how you measure and present that number.
See, our brains process units differently than numbers. We connect emotionally with the unit.
The number? That's just math. And understanding this quirk in human perception can help you communicate more effectively about your products or services.
The McDonald’s Quarter Pounder principle
Ever wondered why McDonald’s calls it a “Quarter Pounder” instead of a “Four Ouncer”?
Pounds are perceived to be more substantial than ounces. While four ounces might be the equivalent of a quarter pound, it doesn’t create the same mental image.
And the same principle that’s at work in one of the world’s most successful fast-food items, can be applied to virtually every business.
Real-world success — same product, different results
Let me share a quick story from my own experience.
Back when I was marketing in the craft industry, we sold extra-wide fabric for quilt backings. Initially, we advertised it using callouts stating "108 inches wide."
Sales were decent, but nothing spectacular.
Then we had an aha moment. We changed one thing in our marketing. We started calling out "3 yards wide."
Guess what happened? Sales increased significantly. Same exact product. Different perception. All because we changed the unit of measure to one that created a different mental picture for our customers.
How small business entrepreneurs can apply this today
So how can you use this marketing secret in your business? It depends on what you want to emphasize. Here’s a very simple breakdown.
Want something to feel bigger, longer or more substantial? Use larger units (years instead of months, feet instead of inches)
Want something to feel smaller, faster or more approachable? Use smaller units (days instead of weeks, ounces instead of pounds).
Always consider your customer’s perspective. And the impression you want to make. A 3-month program may not perform as well as a 90-day program if your customers want to get a result quickly. Or don’t feel like they have a lot of time.
Common questions business owners ask
“Isn’t this manipulative marketing?”
Not at all. You’re not changing what you’re offering. You’re simply changing how you describe it. Selecting a unit of measure is about effectively communicating your value. The key is that both measurements must be accurate and honest.
“Does this work for pricing too?”
Absolutely. Consider these examples:
$1200 per year for the complete program” vs “$100 per month for the complete program.”
“$50 per hour” vs “$25 per half-hour session”
Notice how the second option in each pair can feel more accessible, even though the actual cost remains identical.
Ever hear a charity tell you the impact you can make for the price of a cup of coffee each day? By taking a larger unit of measure (the monthly donation) and breaking it down to a smaller unit (the daily expense of a coffee), the perception of what you’re giving up to do good no longer feels as substantial.
Your marketing action plan
Ready to put this into practice? Here’s a three-step action plan:
Step 1: Audit your marketing materials
Look at your website, social media posts, sales pages and email campaigns. Identify every place where you use numbers and measurements.
Step 2: Try different units
For each measurement, brainstorm at least three alternative ways to express the same information by changing the unit of measure. See which creates the impression that best matches the actual value you provide.
Step 3: Test and track
Change one element at a time and track the results. What gets more engagement? What leads to more inquiries? Let the data guide your decisions.
The bottom line is small changes can make a big impact
The beauty of the unit of measure principle is its simplicity. You’re not redesigning your entire marketing strategy or creating complex funnels.
You’re making small, strategic changes to how you communicate what you already offer.
Remember the fabric example? All we changed was “108 inches” to “3 yards". And that one tiny shift in perception made a significant difference in sales.
What could a similar change do for your business?
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