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Remember: it is much scarier to say "the market" is down 721.74 points than to say it is down 2.73%! Don't tell them which market you are referring to either!
Everyone knows that the most effective way to be dramatic today about price changes in an index is to use the point drop in the Wilshire 5000 and to only say "the market was down more than 900 points." 
If you want to maximize drama or to sell your market timing newsletter do not ever say that the market is only up [XYZ]% over the last five or ten years. Loss aversion, present moment bias and availability bias are the friends of a storyteller!
