Sometimes clients and prospective clients don't even realise your message, product or service is more relevant now than ever before. You can demonstrate relevance by showing them how their world has changed. This is often done with statistics, but they can be boring and difficult to interpret. A better option is to show these statistics and numbers in pictures, by creating an infographic.
More than ever, a picture is worth a thousand words.
In today's world, where people are overwhelmed by information and impatient for value, pictures cut through the clutter. That's why people love sharing photos on Facebook, and it explains the meteoric rise of Instagram and Pinterest. People usually use those tools for sharing pictures for fun, but you can also share pictures that teach.
For example, I could tell you that "80% of Australians have Internet access" ... or I could show you this picture:
I could tell you that "Facebook and YouTube dominate social media in Australia" ... or I could show you this picture:
Even just plain words can be easier to read if they stand out on the page - like this:
We already know this, right?
Of course, infopreneurs and presenters know this already. We know it's better to show a bar chart, a pie chart or some other picture to quickly highlight some numbers. We know that bullet points are boring. We know that PowerPoint slides are easier to understand if they are visual.
You might know all that, but ... are you using this in your marketing as well?
If these visuals are effective in your presentations, then they are just as effective in your marketing materials as well. In fact, they are more effective, because you don't have a captive audience yet - you need to grab their attention and get your point across quickly.
Regardless of your business and expertise, you should be using statistics, data, and research information - because that's the stuff that demonstrates to your market that their world has changed. By highlighting trends, patterns, and clusters, you're showing them why your message is more important now than ever before.
For example, I can tell you something vague about Gen Ys moving into senior management, but it's more convincing if I can quote you some research about it.
The trouble is: Most people's eyes glaze over when they see or hear raw numbers and statistics. So we need a better way to present them.
Infographics to the rescue!
There's a fairly new online tool called an "infographic" that serves exactly this purpose. An infographic simply shows information in a graphical form. It's a combination of left-brain analytical stuff (text, statistics, numbers, and data) and right-brain visual stuff (pictures, graphs, icons, and so on). You can present a lot of information in one place without overwhelming your reader.
Not only is an infographic easier to understand, people are actually searching Google for the word "infographic". Google itself reports a huge surge in such searches over the last few years:
Here's an example ...
The three pictures above come from an infographic I created about content marketing in Australia (click the picture below to see it):
As you can see, my infographic has text, a number of different pictures, and even a video. It took me less than an hour to create, and it doesn't take and fancy graphic design skills or complicated technical skills. There are some excellent online tools for creating infographics of different types - just search Google for them.
So think about how you can use infographics in your marketing material to present statistics and data in a compelling way.