Talking over a couple of cheekies with a bunch of expats sheltering a monsoon, I realised one line from the recent UK Budget speech had terrific recall.
Its hook comes from three simple numbers; 1 – 4 – 7.
It arose during a section on welfare spend reduction.
Mr Deputy Speaker, if we are to build a more productive economy, and our country is to live within its means, then we have to make this fundamental change.
We have to move Britain from a low-wage, high-tax, high-welfare society to a higher-wage, lower-tax, lower-welfare economy.
For Britain is home to 1% of the world’s population; generates 4% of the world’s income; and yet pays out 7% of the world’s welfare spending.
It is not fair to the taxpayers paying for it.
It needs to change.
Welfare spending is not sustainable and it crowds out spending on things like education and infrastructure that are vital to securing the real welfare of the people.
Memorable because it’s both simple and stark.
1% of world population, 4% of its wealth, yet 7% of welfare spend.
I was later fascinated to learn it is an adaption of a phrase of German leader Merkel. Taking about Europe. 7% of people, 25% of income, 50% of welfare spend.
The message is clear and the numbers easy. Perhaps their surprise adds to recall being so high.
Where any number triplet can be pulled out from your bid, they could also secure vital stickiness,
They needn’t necessarily be percentages.
As long as they set you apart, you could well see similar ownership, branding even, of the deal afforded you.