What is the Statistics Appeal?
The Statistics Appeal is one of roughly twenty advertising strategies that marketing professionals use to persuade people to buy a product, pay for a service, donate to a cause, or otherwise be persuaded. Similar to the Rational Appeal, the Statistics Appeal persuades people to purchase a product or buy into an idea or service based on numbers, statistics, and scientific evidence. Research has shown that people generally trust numbers (even if they’re not all that accurate or are used out of context); as such, many advertisers use numbers and statistics to give perceived weight to their products’ value or qualities.
When Should I Use the Statistics Appeal?
The Statistics Appeal is best used when you have numerical data and statistics that you can directly correlate to the success or quality of your product or service. Be sure that you have accurate and contextualized data when advertising your product with the Statistics Appeal–this is important both for ethical reasons and for strong public relations. When you use misleading statistics and data, consumers can quickly begin to mistrust your brand and your company.
How Do I Apply the Statistics Appeal in Advertising?
The Statistics Appeal is applied by using numerical data that enhances the perception of your product. While images are good for attention and aesthetics, the Statistics Appeal relies less on the visuals and more on the numbers themselves. Pictures can be used as ancillary devices that supplement what the statistics say.
Examples of Statistic Appeals in Action