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Marketing with Statistics
by Brock Predovich
If you've ever crafted a sales message, written ad copy or scripted a video message to persuade aconsumer towards taking a specific action ("buy this") then chances are you've needed statisticaldata. Nothing makes information more consumable than statistics can. For instance, I could say;"millions of women prefer a man with gargantuan neck muscles." OR I could say; "5 out of 8 womenprefer huge necks on guys" Even though this is a made up statistic (maybe true in Jersey Shore) itdemonstrates a principal we all know in marketing; "the confused mind allows says 'no.'" Whereasthe first statement is a bit ambiguous the statistics in the second statement allows one to visualizethe information presented in the message. One can quickly visual 5 out of 8 women they know. Thereader has no choice but to personalize the message.An additional benefit of using statistics in your message is that because of the simplicity of themessage, the information within the message is seen as fact. See, the mind is constantly having totake in information, make sense of it and construct rules & heuristics based off that information.Statistics allow the mind to take a shortcut and whenever the mind can do that, it views theinformation as fact. When you can present information as fact you can kill objections within themind of the reader. So without beating a dead horse too much.... YES, using statistics in yourmarketing can be very POWERFUL! Especially if the statistic comes from reputable, authoritativesource.Problem is that the process of getting valid, authoritative statistics is a pain in the...you knowwhat! You either have to conduct exhaustive research, where a lab coat and talk to rats in mostcases or you have to search for hours and hours pouring through Wikipedia, other websites,reports, newspapers or incredibly boring scientific "wake me up when it's over" journals. A hugetime waster Until NOW!Over the last few weeks I've beenmessing around with an easy wayto grab statistical data online foruse in my marketing as well as myclients. What I've found is thatthere's a way to trick Google intogiving you the statistical resultsyou want. All you have to do isplug in a certain code along withyour keyword or keyword phase. Sohere it is.... The Statistics Code
"Your Keyword or Phrase HERE" "1..1000 +out +of *" OR "percent +of"
and how to get them from Google
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Now, when you get to the result page of Google, you may find that you are getting a lot of resultsfrom Amazon.com or TripAdvisor.com or many other websites that provide consumer ratings or"star ratings" in their consumer review sections for products. All you have to do to get rid of theseresults is use a minus sign.You can either get rid of results that come from the specific site or get rid of results that includethose words like "stars" or "rating." Here's an example.
"Your Keyword or Phrase HERE" "1..1000 +out +of *" OR "percent +of" -amazon.com -tripadvisor.com
or you can do....
"Your Keyword or Phrase HERE" "1..1000 +out +of *" OR"percent +of" -ratings -stars
The trick is that if you see a bunch of results that you don't want and aren't related to your topic,just use the minus sign "-".Now, let's say you want to get statistical results from specific authoritative domains. Simply use the"site:" query operator along with your statistics code.
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