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Lies, Damn Lies and Statistics

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You have probably heard the quote "Lies, damn lies and statistics" or even "99.1% of all statistics are incorrect".

However, we all know that specifics sell and despite the quotes above most readers accept the statistics you include in your copy.

Now I'm not saying you should make up statistics to suit your argument if you can back them up with hard evidence - it will make them even stronger.

Clever use of words can also help.  I saw a sign in an American restaurant that read "Serving Tampa for almost half a decade".  This meant they had been going for less than 5 years but at a quick glance it appeared more impressive.

Could you include more appealling stats into your copy?

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