The truth is that data can be a double-edged sword. Compelling statistics can drive home a point, surprise your audience, and add scientific validity to your argument. But data needs to be used sparingly to avoid flooding and confusing your audience into data-fatigue. A few carefully selected data points will reinforce your message, while volumes of data can muddy it and leave the audience confused.
It’s tricky to find the right balance between convincing data and just-too-much data. We work with our clients to prioritize, synthesize, and up-level their findings to convey the point cleanly and clearly. A few high-level questions help narrow the scope:
- If you had to pick two things for your audience to know, what would they be?
- What do you want your audience to do with the information?
- Of all of the data you have, what are the main points that will compel your audience to do what you want?
These simple questions will help you keep your focus on the right points and help you avoid muddy messages. Let’s keep it clean, people.