How to Give Numbers Real Value: The Power of Storytelling and Personalization in Marketing

How to Give Numbers Real Value: The Power of Storytelling and Personalization in Marketing

In the world of marketing, numbers and statistics play a crucial role. We often find ourselves searching for the biggest number to make our case, thinking that impressive figures will sway our audience. However, big numbers are just cold statistics until they are translated into stories that resonate with people. As the saying goes, "one death is a tragedy, a million deaths is a statistic." It's time to rethink our approach and find ways to give our stats and numbers real value and life by creating compelling stories.

Let's take a look at an example to illustrate this point. Imagine you drive 40 miles a day, like most Americans. If you were to switch from a standard fuel-efficiency car to a Prius, you would save 50% on gas. Now, this number is impressive, but it's still just a statistic. However, if we transform this number into a story, it becomes much more impactful. If you were to replace your car with a Prius, in just a month, you would have saved enough money to go on a fancy dinner date. In six months, your savings would cover a weekend getaway. And in a year, it would be enough to cover your annual gym membership. Suddenly, the 50% savings is no longer just a number; it's a tangible benefit that people can relate to and envision in their own lives.

So, how can we make our numbers and statistics more relatable and engaging? Here are three actionable pieces of advice:

• 1. Personalize the savings: If your product or service saves people time and money, go beyond the generic numbers and personalize the savings. Show your audience what they can do with the extra money. How will it improve their lives? Will it allow them to take a dream vacation or pursue a hobby they've always wanted to try? By connecting the numbers to concrete experiences, you make them more meaningful.

• 2. Scale up the impact: Numbers can be abstract, especially when they are significant or hard to grasp. To make them more relatable, scale up the impact. Show people what it means if they stick with the change for weeks, months, or even years. Highlight the long-term benefits and how they can transform someone's life. When people can see the lasting impact, they are more likely to be motivated to take action.

• 3. Find relatable comparisons: Sometimes, numbers alone are not enough to convey their significance. In these cases, it's helpful to compare them to categories or concepts that people intuitively understand. For example, if you have a large number of customers, you could compare it to the population of a city or the number of people attending a popular event. By making these comparisons, you make the numbers more relatable and easier to grasp.

Now let's shift our focus to the changing landscape of influencer marketing. In recent years, there has been a shift towards authenticity and microinfluencer partnerships. Content creators who can provide a personal and authentic experience are gaining popularity. The "get ready with me" style of video, for example, continues to resonate with audiences because it feels relatable and genuine.

Microinfluencers, in particular, are becoming more sought after by brands. These influencers are generally open to longer-term partnerships and can deliver more content compared to larger influencers. The key to building successful long-term partnerships with influencers lies in making them feel valued. In a space that can often feel transactional, it's essential to develop real relationships with talent. Avoid relying solely on automated solutions and email correspondence. Instead, prioritize the human element and invest in building genuine connections.

In conclusion, numbers mean nothing if they are not transformed into stories and connected to real-life experiences. As marketers, it's our responsibility to find ways to give our stats and numbers real value and life. By personalizing the savings, scaling up the impact, and finding relatable comparisons, we can make our numbers more engaging and meaningful. Furthermore, in the realm of influencer marketing, authenticity and building genuine relationships are becoming increasingly important. Let's embrace the power of storytelling and personalization to create impactful marketing campaigns that truly resonate with our audience.