Statistics are useful, but are they boring

Why do newspapers and magazines focus on individuals? Why do anecdotes help confirm ideas in our minds so frequently? Because it’s human.

Telling the world that your meeting software can hold hundreds of people on one call is useful – but not necessarily interesting. Instead discuss how David, a General Manager in Slough, is able to host an office charity event, and share it with those who can’t make it in.

This is more interesting as it gives the reader perspective. They can start to put themselves in the shoes of someone using your product or solution and how it may benefit their organisation. In other words, they can see WHY. Why does the product exist? In this example, it’s to connect people at work. Although this isn’t a traditional example, it still fits that main idea, with a bizarre twist.

By itself this will help get readers’ attention, then statistics or product features can help supplement and educate the curious reader later on in the story. For instance, after David finds success hosting an event from one office, he plans to make use of the software’s high call capacity and scale his annual show to connect other teams in places like London and Manchester as well.

The human element, or the more bizarre aspect, of a story is what attracts a reader. Statistics help to quantify a product’s benefits, while educating your target audience. Either secure the need for a product or demonstrate potential. They don’t always attract a person’s attention by themselves.