Skip to main content

Always cite your statistics

Last month, I was surprised to run across this on a sales page: “With 8 of 10 Canadians doing the majority of their shopping online these days...”  

Statistics slipup #1: No source was listed.

Since I knew the person behind that page, I emailed her asking for the source of that data. She sent a link.

Statistics slipup #2: She'd misconstrued what she read.  

The study cited in that link reported that 79 percent of Canadians have shopped online. That is, 8 out of 10 Canadians have at some point bought something online—a far cry from 8 out of 10 doing most shopping online.

Statistics slipup #3:  The error was not corrected.

Although the woman I emailed graciously acknowledged that she had misinterpreted the survey, three weeks later the error remains. Isn't that marketing malpractice?  She is now knowingly misleading readers for her company's profit.

Numbers from reputable studies are a key persuasion tool in marketing. But always tell people where your numbers come from. Make certain you're accurately reporting the study results. And post corrections right away if you made a mistake.


Comments

Most Read This Week

How to Showcase Your Soft Skills in a Job Interview

When it comes to job interviews, technical skills often take centre stage. However, soft skills are equally important and can make a significant difference in how candidates are perceived. So, how can one effectively demonstrate these essential soft skills during an interview? Let us take a look at some practical strategies.

Why Engaging with the Community Matters

Local businesses often find themselves competing not just with each other, but also with larger corporations. One effective way to stand out and create a loyal customer base is by actively participating in community events. We can explore the benefits of community involvement, different ways to engage, and how these efforts can create lasting connections. The Power of Community Engagement When businesses get involved in their local communities, they do more than just promote their brand; they build relationships. Here’s why community engagement is so powerful: Brand Recognition: Being present at local events increases visibility. People remember businesses that show up and support their community. Trust Building: When a business takes the time to give back, it fosters trust. Customers are more likely to support businesses that they see caring for their community. Networking Opportunities: Participating in community events opens doors to meet potential customers, partners, and collabora...

Why Soft Skills can be the Secret Pathway to Success

You’ve got the technical skills. You’re a coding whiz, a spreadsheet guru, or a design genius. But hold on, there’s another ingredient that’s just as important in today’s workplace: soft skills. Think of them as the personality traits and interpersonal skills that make you a rock star teammate and a valuable asset to any company. They’re the things that make you a joy to work with, even when the pressure’s on.