Why 99% of statistics simply CANNOT be true...
statistics in sales copy with obvious mis-truth involved.
I know, as I am sure you do too, how important specifics
are in sales copy (or just in communication in general).
But I think so many people overlook the mis-uses of
such.
For example, how many times have you read a headline that
goes something like this:
"Here's the REAL Reason Why 95% of IMers..."
Or this:
"The hidden truth about x, that 99% of people don't know"
Or how about this one:
"The average conversion rate is 1%".
There's one thing that all of these statistics have in common,
can you guess yet? The answer is that they all use statistical
data that is impossible to prove or backup.
HOW do you know 99% of people don't know that? Have you
asked everyone you're referring to?
HOW do you know that 95% of these people do x...again, have
you checked with them recently?
And HOW do you know that the average conversion rate
ACROSS THE BOARD is 1%?
I'll tell you, unless you've got sales ratio data for every single
business online across every market, then I'm sorry, but you
don't have any right to proclaim such nonsense.
One more thing on conversion ratios - If the average WAS 1%
universally, then that would mean that 80% conversions don't
happen. After all, an average is defined as such:
"In mathematics, an average, or central tendency [1] of a data
set refers to a measure of the "middle" or "expected" value of the
data set". - source Wikipedia.
So, if you've got some people converting at 50% or more, then
it is impossible to have a 1% average online conversion ratio.
I think people need to realize this in order to convey more
believability in their copy.
What do you think?
Was mich nicht umbringt, macht mich stärker
Was mich nicht umbringt, macht mich stärker
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