The Power of Hard Data: How to Use Research-Backed Content to Persuade More Readers

Persuasion is hard. Here’s how effective copywriters use statistics to make their case more convincing.

Persuasion is hard. Studies have shown that people are overly cynical and rarely trust strangers. More than that, according to a study cited by Buffer, people trust loved ones even less than strangers, suggesting that even familiarity isn’t a powerful persuasion tool.

But, if you are ever going to sell anything online, persuasion is an essential skill. Communicating with consumers and trying to get them to change their behaviors is a daily challenge for professional copywriters.

But, how to they manage to persuade their target audience when all these studies show that people don’t trust almost anyone?

Ironically, the answer is research backed-content.

Why You Should Add Hard Data to Your Content

According to a study published in Communication Research, statistical evidence was found to be more persuasive than story evidence.

According to the authors of the study, stories are more memorable and can help us remember things. If used correctly, they can also be a powerful persuasion tool.

Research, on the other hand, makes your content more credible and has been shown to be more persuasive than stories. While stories can engage emotions and influence audiences, statistical evidence can often accomplish the same thing.

How to Create Research-Based Content

Writing content that is research-backed isn’t necessarily hard, but it does take time and effort. Also, there needs to be a good balance between research and stories. As Homer Simpsons famously said, “You can come up with statistics to prove anything, Ken. Forty percent of all people know that.”

What it means is that statistics are a great way to inflate your content with unnecessary data. Don’t do this. Use research that is relevant to your copy and with your audience’s best interest in mind.

Without further ado, here are 3 ways to add research and data to your content.

1. Cite Studies and Statistics to Illustrate Your Point

Copywriters often cite a relevant study or statistic to illustrate a point and make their case more convincing.

Take RightlyWritten as an example. Whenever we make a case for a new blogging tip or content marketing strategy, we share a study to prove our point in a more compelling and credible way.

We often use Statista.com to find studies and statistics on a specific search term.

2. Quote Authoritative Sources

Expecting that someone who never met you before to trust you means asking too much of them. So, why not ask them to believe someone they already know and genuinely trust?

Establish who the authoritative sources in your niche are and cite them to illustrate your point. To add even more credibility to your content, ask some of the influencers in your niche for a quote. This way, you are not only adding more hard data to your content, but you are also building a high-value relationship.

3. Use Your Own Metrics to Prove a Point

This I something experienced copywriters do a lot. They use sale numbers, subscriber numbers and other facts to prove their point.

Take BaseCamp as an example. When they say that they built a strong community around their product, they bared their data to the world and showed how many people are actually subscribing each week.

Baking your content with research can make your argument more powerful and persuasive. However, this isn’t enough. Your content still has to be engaging, compelling and well-written.

Are you using data and statistics to make your content more credible and to persuade your audience to take action? I’d love to hear your thoughts.

Visit our blog at https://www.rightlywritten.com/blog/ for more content marketing tips!