Three times less sensible

You’ve heard them, I’m sure. Shouting from radio, TV, and the Internet – ads that promise x times less of something. Some of my favorite examples:

This paper towel is so strong you can use four times less!


This spray cleaner leaves five times less residue!


A home with a security system is three times less likely to have a break-in than a home without one!

These examples demonstrate errors in forming arithmetic comparisons. They assume that times less is an inverted form of times as much. In fact, they are not direct opposites at all.

A times as much comparison of two quantities requires a Base (basis of comparison) and a multiplier. Even if you don’t specify the Base, it’s just a matter of multiplying one number by another. Our paper towel does the job with one sheet, another brand requires four. Ours takes two, theirs takes eight. Simple.

But in a less than comparison, you need an exact number or a multiplier expressed as a percent, a fraction, or a decimal. Let’s say a competing brand of paper towel takes four sheets to absorb a spill. If you claim your brand requires four times less, what does that even mean?

¼ as many sheets (one)?

25% less (three)?

0.25 less (three)?

something else?

Simple arithmetic: If the times less number is one or greater and you multiply it by the Base (the times part) and then subtract that number from the Base (the less than part), the result is either zero or a negative number. To say it requires four times less literally means:

      4 (the Base)

− 16 (four times the Base)

− 12

You get 12 paper towels back?

Sometimes the advertiser doesn’t want you to know the exact numbers. Suppose your home has a 3% likelihood of being burglarized and a security system would reduce that to 1%. If you knew that, you might decide that 3% isn’t such a scary statistic and you’ll take your chances. Three times less likely [than what?] means nothing, but it sounds impressive. Especially if you’re scared into imagining that your danger is much greater.

So how would you handle this headache-inducing dilemma? If you’re determined to avoid actual numbers, just turn it around:

This paper towel is so absorbent, other brands require four times as much!
Other spray cleaners leave five times as much residue as our brand!
A home without a security system is three times more likely to have a break-in than a home with one!

The product you’re selling is now the Base. You’re not revealing it, but it is a definable number. And if you did reveal it, the concept of times as much would make sense.

But here’s the best solution:

Use Brand X spray cleaner and inferior paper towels to clean your windows. The residue buildup on the glass prevents anyone from seeing through it. Assuming that people with streaky windows probably don’t have anything worth stealing, burglars will move on down the street to another house.

Voila!

Security system.

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