prepare for numbers

Everybody likes numbers. Think of those clickbaity lists or data presented in a nice infographic. Numbers are tangible. If Jay-Z knows what he’s talking about, numbers, as opposed to men and women, don’t lie.

The problem is, not everybody knows how to interpret numbers. Specifically, large numbers are tricky. After all, our capacity for statistical inference is relatively limited, especially if untrained.

Malcolm Gladwell once said: everybody likes numbers; it’s a matter of preparing the reader for them.

When you publish numbers directly connected to using your product, such as the time people will save, the percentage with which their efficiency will increase, the weight they will lose, the number of customers you have, the number of transactions you processed… Gently prepare your leads and customers for the numbers before you bombard them with data.

Build a story around your numbers.