Understand Your Buyer > Selling Communication Basics > The Facts and Figures Effect

What is it?

People use facts and figures to influence their buying behaviour – even if the facts and figures are from a dubious source or not verified. The mere existence of a fact can encourage a client to purchase.

Why does it work?

It works because we believe that facts and figures are generally trustworthy and come from a genuine source. We can abdicate the need to think or justify our actions if we know that xx% of people found a product to be useful or that xx% of situations call for XX product.



How can you use it?

Which genuine – and they must be genuine – facts and figures can you use to help promote your products and services? Could you find some existing research or conduct your own to create facts and figures that will help you to promote your offering?

For example 54% of businesses do not have a refined value proposition. source.



Like this kind of stuff? Want more?

Buy the book!


84 ways to reach, engage and convert people to buy using psychology, science and common sense.

In the book we cover:

How people work – 18 factors that affect client behaviour.

Selling Communication Basics – 12 ways to communicate more clearly.

How to get attention – 18 ways to stand out and be noticed.

How to engage – 27 ways to engage potential buyers.

How to convert – 10 ways to convert prospects to buyers.

Everything in the book works and is backed by psychology, science, common sense and my own testing.

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