We're using numbers wrong. Number mean nothing and stories are everything. Find ways to give your stats and numbers real value and life by creating a story that gets to the heart of the problem your reader has and positions your "brand" as an answer. We spend most of our efforts searching for the biggest number to make our case. But while big numbers are impressive, they’re still cold statistics. The true differentiator is translating them into stories. As the saying goes, “one death is a tragedy, a million deaths is a statistic”.

We're using numbers wrong. Number mean nothing and stories are everything. Find ways to give your stats and numbers real value and life by creating a story that gets to the heart of the problem your reader has and positions your "brand" as an answer. We spend most of our efforts searching for the biggest number to make our case. But while big numbers are impressive, they’re still cold statistics. The true differentiator is translating them into stories. As the saying goes, “one death is a tragedy, a million deaths is a statistic”.

Let’s look at some examples. We all love solutions that save us time and money, but as you’ll see, reciting numbers only go so far. For instance, let's consider the following stats: Let’s say you, like most Americans, drive 40 miles a day. Driving with a Prius instead of a standard fuel-efficiency car would save you 50% in gas. While saving 50% is nice, it’s just another stat until someone connects it to concrete things we can do.

So, let's turn this number into a story. If you replaced your car with a Prius, in a month, you’ll have saved enough to go on a fancy dinner date. In 6 months, your savings would cover a weekend getaway. In a year, it would cover your annual gym membership. By personalizing the savings, we can understand the impact it can have on our lives. It's not just about the number, but about what that number translates to in our daily lives.

To make numbers more relatable, we can convert any number to its ratio (i.e., 1 in 5), percentage (i.e., 20%), and inverse (i.e., 80%) forms. By looking at numbers from different angles, we can gain a better understanding of their significance. Additionally, when your number is hard to grasp, it can be helpful to compare it to categories that people intuitively understand. Even better, find the largest category your number can dominate. This allows people to easily comprehend the scale and impact of the number.

But above all, remember to answer the 1 question: why should people care? Numbers can be impressive, but if they don't resonate with your audience, they won't have any real value. So, when presenting numbers, always consider how they connect to the needs and desires of your audience. What problem are you solving for them? How does this number make their lives better?

In conclusion, numbers may be important, but it's the stories behind them that truly matter. By transforming statistics into relatable stories, we can make our message more impactful and resonate with our audience. So, next time you're presenting numbers, think about the story they tell and how they can provide value to your readers.

Here are three actionable pieces of advice to help you use numbers effectively:

• 1. Personalize the savings: If your product saves people time and money, think about what they can do with the extra money or time. How does it enhance their lives? By connecting the numbers to tangible benefits, you can make them more relatable and compelling.

• 2. Scale up the impact: When presenting numbers, consider the long-term implications. How does the change you're proposing impact someone's life over weeks, months, or even years? By showcasing the long-term benefits, you can inspire change and make your numbers more meaningful.

• 3. Make it relatable: If a number is difficult to grasp, find comparisons or categories that people intuitively understand. By placing the number in a familiar context, you can make it easier for your audience to comprehend the scale and significance.

Remember, numbers alone may be impressive, but it's the stories and connections we make with them that truly resonate with our audience. So, focus on the value and meaning behind the numbers, and you'll be able to create a more compelling and impactful message.