Are Statistics Ruining Your Marketing?

Seventy-four percent of statistics used in copy and content are basically pointless, by my estimate.

Now, it's no one's fault...

If you've done any marketing or content creation, there's a 97% probability you've been taught include stats in your work.

But there's a 99% chance no one gave you much detail about how to do it for maximum impact.

(And remember, 74% of the examples you've seen are not great.)

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We've been told that statistics grab the eye and add credibility to make your copy or content.

It doesn't happen automatically, though.

As I tried to illustrate in the first part of this newsletter, sometimes numbers are just numbers. Facts are just facts.

Simply stating facts isn't that convincing on their own.

It's All About the STORY Behind the Statistic

What do the numbers really mean for the reader?

How do the facts impact his life?

For example, check out this example from an email I wrote (which you may have seen before because I talk about it a lot):

There's a lot I could say about this copy, which was a critical component of a campaign that brought in more than 13,000 new clients for my client.

I'll just make 2 points:

1. These are startling numbers. 99.52% means the outcome is all but guaranteed. You may have to look hard to find stats like these, but it's worth it.
2. That high-probability outcome is the exact outcome our reader wanted. Not something we had to translate from concept into benefit for him.

The story behind this statistic is simple...

"There's a shortcut to the promised land and it's almost impossible to miss if I pay attention."

Compare that with an example of how you usually see stats used in sales copy:

(I blurred out the identifying information to avoid embarrassing anyone.)

There are a lot of things I could say about this copy, too. I'll be concise:

1. The stats may be interesting, but probably not personally relevant to the target audience, at least on the surface. You know how you scored on the CPA exam. Maybe ChatGPT beat you, maybe it didn't. Does the comparison to the average human really matter?
2. Multiple interpretations of the copy are possible. Readers can't be certain what they're supposed to be thinking.
3. We're talking about an exam, not real life. So the statistics don't really reinforce the idea/offer that's about to be pitched.
4. The pitch itself doesn't have statistics proving the proposition is true, which seems to be telling.
5. Most of the target audience is already aware of these stats, even if they don't remember the precise figures.

It feels like the statistics here are putting in work. But what's the story behind the stats? Is it compelling?

I'll let you decide.

Are You Using Statistics to Show Your Prospects the Path to the Promised Land?

As we head into 2024's final stretch, I have room to work with TWO new clients to create effective email marketing campaigns for the holiday season or New Year.

Specifically, I'm interested in working with advisors, educators/course creators and coaches in the financial/wealth space.

If you'd like some help making sure your upcoming campaigns are as persuasive as possible, comment "Let's talk" below.

If you're confident in your campaigns, go forth and conquer!

Have a productive weekend.

And remember, sometimes the most productive thing you can do is relax.

Donnie