“9 out of 10 dentists recommend Crest.”
“In a recent poll, the Democratic challenger is leading by seven percentage points.”
If you can use valid statistics to prove specific claims or benefits, use them. Specificity helps readers/viewers/listeners “do the math” so the logic center inside them feels satisfied.
When you state facts and are very specific, you telegraph the idea that you’ve done careful research and that you stand behind the data. This gives you an aura of expertise. You become more credible and believable.
Don’t make up statistics to “prove” a point any more often than you write your own testimonials (which should be “never” unless you want to risk being saddled with huge fines and a possible jail sentence). Fraud is frowned upon. So do the research. Document where you found it. Be one of the businesses that remains above board and reap the rewards: loyalty, referrals and smoother sailing ahead.
