The problem with too much data

It’s easy to fall into the “don’t just take my word for it” trap and try to support our clients’ marketing claims with testimonials, case studies, research data, and other proof. But as Seth Godin points out in his latest blog entry, the piling on of data often is at the expense of not enough belief.

“In my experience, data crowds out faith,” Seth writes. “And without faith, it’s hard to believe in the data enough to make a big leap.”

I couldn’t agree more.

The skeptic who does not want to believe will never be persuaded by the abundance of data and proof you provide. And those with a more neutral attitude likely are interested in more compelling approaches that  attract their curiosity and engage their attention.

In the end, the targets of our branding and marketing efforts aren’t looking for an argument. They simply want to make an emotional connection.

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Robert Hyndman

can be reached at his Laguna Beach studio, 949.497.3179, or by using the form on the Contact Me page.
January 2010
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