Most people don’t
listen or read carefully.
I know, for example,
if I tell a group of ten people
that the odds of an event occurring
increased BY 100%,
at least one of those people
will believe the odds
increased TO 100%.
If I used this wording
in my marketing material,
this misunderstanding might work
in my favor.
That one person might be shocked
into taking action
and contact my business.
I then have an opportunity
to sell to him.
If I used this in a presentation
to executives,
however,
this misunderstanding
would likely harm my cause
and my career.
That one executive would be shocked
and comment on it.
I would have to correct him.
He’d feel like a dumba$$
in front of his fellow executives
and I’d be on his sh*tlist
forever.
Increased By x%
and
Increased To x%
are confusing for many people.
Use these terms carefully.