More Data Doesn’t Equal More Influence

We live in a data driven society. Data generated then powered by AI affects all of us from the movies we watch, to the advertisements we see, and the insurance rates we pay.

For example, based on your viewing habits, Netflix, Amazon Prime, and nearly every other streaming service takes your data, runs it through AI algorithms, then suggests other movies that might pique your interest.

The same thing happens with the Facebook ads you see, and the YouTube videos that appear on the sidebar. Your personal data is being synthesized, reviewed against people with similar demographics, then fed back to you in the form of recommendations.

Insurance has been data driven from its inception. When it comes to driving, statistics based on age, sex, vehicle type, location, driving distances, and more, are used to determine the rate you pay. Actuarial tables based on vast amounts of data are the basis of life insurance rates.

Using data to suggest movies or come up with insurance rates is quite a bit different than using data to influence people. Over the years, I’ve seen countless presentations that share loads of data. It’s almost as if the presenter is saying, “Oh, look at this [number, trend, stat, etc.],” believing the data itself will lead to some sort of change.

Data Doesn’t Change Behavior

News flash: Data itself rarely changes people’s behavior. And more data is not necessarily more effective. In fact, it quite often is counterproductive.

Sharing data is only useful if your audience takes action as a result. In other words, you want to use the presentation of the data to influence people. For example, I could share compelling data on the dangers of texting and driving, but if you get in your car and start texting while driving, I’ve done nothing to influence your behavior to help solve the problem.

Below are a four simple things you can do next time you present data. Do so and it might just make the positive difference you’re hoping for with the most people possible.

Set the Stage

Whenever you share data, be sure to set the stage early on by telling your audience what you hope they take from the presentation, and more importantly, how you hope they will change their behavior as a result.

This is incorporating pre-suasion and, if done correctly, it is sure to make your persuasion attempt more effective.

If you neglect this important step, then what you share is simply interesting (sometimes uninteresting) information.

Less is More

Remember, less is more because too much information can overwhelm your audience. It’s much better to share a few pieces of compelling data that will be easily remembered than it is to share a vast amount of information. Oversharing is analogous to the salesperson who tells you everything about their product or service in hopes that something will stick.

Humans simply aren’t built to retain the details of all the data you’re probably sharing currently. We forget things pretty quickly because our brains have limited capacity to store information and we’re constantly bombarded with new information that competes for our attention.

Stories and Comparisons Help

If you want action from your audience, tie your data back to stories or compelling comparisons. Rarely does information alone change behavior but this approach quite often bridges the gap between knowledge and action.

When it comes to compelling comparisons, Made to Stick comes to mind. In that book, authors Chip and Dan Heath share the story about pressure that was exerted on the movie industry to change buttered popcorn because it was so unhealthy.

In the 1990s, a medium sized buttered popcorn contained about 37 grams of fat. If you pay attention to your diet, then you know that’s a lot of fat. However, most Americans we’re not in tune with calorie counting at that time so referencing 37 grams didn’t bring about change.

It wasn’t until the comparison was made to foods that people knew were unhealthy. What the book revealed was, you would get the same amount of fat in a bacon and eggs breakfast, or a big Mac and fries, or a steak dinner, with a loaded baked potato. Everyone knew eating those meals with any consistency was unhealthy. It was because of the compelling comparison, not the stat, that things began to change.

Call to Action

The old saying “It’s not what you say, but how you say it” holds true when you present data. In today’s information-overloaded world, bombarding your audience with stats and charts isn’t likely to generate the change you’d like to see.

Instead, be brief, clear, and concise. Remember, data is only as effective as its presentation. Your goal isn’t just to share information, but to influence change.

Next time you make a presentation that’s heavy on data, focus on setting the stage, keeping it simple, weaving in relatable stories, and concluding with a strong call to action. With these strategies in place, you’re more likely to see the impact and influence you’re hoping for.

Brian Ahearn

Brian Ahearn is the Chief Influence Officer at Influence PEOPLE and a faculty member at the Cialdini Institute.?

An author, TEDx speaker, international trainer, coach, and consultant, Brian helps clients apply influence in everyday situations to boost results.

As one of only a dozen Cialdini Method Certified Trainers in the world, Brian was personally trained and endorsed by Robert Cialdini, Ph.D., the most cited living social psychologist on the science of ethical influence.

Brian’s first book, Influence PEOPLE, was named one of the 100 Best Influence Books of All Time by Book Authority. His follow-up, Persuasive Selling for Relationship Driven Insurance Agents, was an Amazon new release bestseller. His latest book, The Influencer: Secrets to Success and Happiness, is a business parable designed to teach you how to use influence at home and the office.

Brian’s LinkedIn courses on persuasive selling and coaching have been viewed by more than 650,000 people around the world. His TEDx Talk on pre-suasion has more than a million views!