To quote Mark Twain – “Facts are stubborn, but statistics are more pliable.”

Funny, but true. Most of us know that statistics can be misleading. They can bring about faulty thinking and conclusions. But they can also be  really helpful in getting our point across.

Using statistics in your marketing material can be useful in bolstering a point or even touching a funny bone. But they should be used wisely and sparingly.

A few do’s and don’t when using stats:

- DO mention where you got your statistical information from

- DO use your own marketing research to create statistics (if financially feasible)

- DO clearly state the statistic in terms of percentages or a number (something like “Most people prefer our process” is NOT a statistic)

- DO use simple surveys of your own to create your own statistics

- DON’T make up a statistic (unless it’s ultra funny, meant as a joke and clearly labeled as such)

- DON’T overuse stats; too many numbers will only lead to confusion or annoyance

- DON’T use outdated stats; something that was relevant 5 years ago may hold little water today…and using an old stat can turn off your target market