Use Facts and Figures

by | Oct 22, 2009 | Marketing & Selling

Part Five of:

Is Your Copy Convincing? 7 Ways to Show Authority In Your Writing

This is the fifth post in a series of seven blog posts where I will share seven ways to show authority in your writing. This series is an expansion of an article I posted to

5. Use Facts and Figures
There is just something about stating facts … garnered from research, surveys, studies and other third party sources … that lends weight to what you have to say. For example:

According to Neils Bosma and Rebecca Harding, Global Entrepreneurship Monitor, 2006, about one in 10 adult Americans (aged 18-64 years) are taking active steps to create a business.

A factual statement like this points out that the information isn’t just coming from your head … research supports it.

When used correctly, facts and figures can help you make a point or emphasize a message. For example:

The National Federation of Independent Business estimates that over the lifetime of a business, 39% are profitable, 30% break even and 30% lose money. Don’t you want to be a part of that 39%?

Here, the quote was used to add emphasis to a point the writer was making.

Sharing your resources can also be used to give your writing authority. And third party verification can also give you credibility. If the facts and figures you are using are good, there is no need to hide your resources, and doing so can make it appear as if you are fudging the data … which will take away from your credibility.

My next post will cover backing up your claims. If you missed the first four posts, you can find them here:


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