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Tip 313: Use both rounded and exact numbers. |
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Exact numbers sound more credible: "The number of employees dissatisfied with their paychecks was 51.4 percent" sounds exact, therefore accurate. Rounded numbers, on the other hand, give the appearance of estimations. Yet "slightly over half" is easier to remember than 51.4 percent of the employees surveyed. So which to use if you want the numbers to be both credible and memorable? Use the exact number first, and then round it off with later references. |
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Tip 314: Make statistics experiential. |
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People digest numbers with great difficulty. Yes, pie charts and bar graphs help. But if you can go beyond that, do so. Try to make statistics both visual and experiential. For example, randomly survey your audience by asking them to raise their hands; then equate those findings to the random survey you did previously. Or do as one manager did when he dramatically ripped a dollar in two to illustrate what the administration had done to his budget for the upcoming year. Yes, supporting statistics lend credibility to what you say. But do all you can to help your audience digest them. |
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Tip 315: Never let facts speak for themselves. |
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Facts need interpretation. According to Mark Twain, "There are three kinds of lies: lies, damned lies, and statistics." If you don't believe it, tune in to the next political campaign. People can make facts and numbers mean almost anything. Interpret yours. |
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Tip 316: Consider the legitimacy of the printed word. |
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To some people, putting something on paper means it's official. For this reason, even small-business owners print all their fee schedules, prices, and terms and conditions on "official" letterhead. To quote them orally makes them subject to negotiation. When traveling in unfamiliar countries, you can determine which street vendors dicker and which don't by the absence or presence of price tags on their wares. The same principle works whether you're selling a concept or a vacation: put it in a memo, a manual, or a mural. |
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