In attempts to persuade, cajole, or influence marketers will use deceptive statistics to make you believe something which couldn’t be further from the truth.

our little secret

Some examples include:

  • Our company is #1.
  • Our site has XXX,XXX visitors per month.
  • Those that possess XYZ credential earn more than those who do not have it.

Allison says I’m the #1 expert in marketing but does that give me permission to say I’m the #1 marketer in the world on my website?

If a company states that are the #1 what are they a #1 in?

Employees.  If you have a high # of employees and a high cost of labor, your profitability per employee might be less those of your competition.

Sales.  If you have a high $$$ of sales and high $$$ of expenses then it isn’t a good sign.  Profitability trumps unit sales.

Revenue per employee.  If revenues per employee are significant but you are the only employee then it doesn’t compare well with other companies who have a larger market share.

Visitors per month.  If visitors per month are high what is the bounce rate of the site compared to others?  You can spend a ton of money on building traffic but if the site doesn’t retain viewers attention span it is a sign your site isn’t delivering enough value.

Revenue from credential.  What is missing from this statistic is the revenue before and the revenue after earning the credential.  Someone who makes earns X before and retains the same level of income after earning the credential doesn’t mean the credential helped them earn more revenue.

What are some deceptive statistics you have seen that are misleading?


Organizations bring in Doug Devitre when they want to dramatically improve marketing, productivity, and sales performance with the latest technology. He is changing the way consultants consult, coaches coach, and trainers train professionals with his creative approach to using technology focused on business outcomes. The University of Missouri-Columbia Business School Entrepreneur of the Year, National Association of Realtors Business Specialties Hall of Fame Educator, and Certified Speaking Professional of the National Speakers Association brings a power-packed, innovative punch to managing organizational change outlined in his latest book Screen to Screen Selling™ : How to Increase Sales, Productivity, and the Customer Experience With the Latest Technology. Now Doug is focused on creating thought leadership on how businesses can use the Amazon Alexa platform to reduce operational costs and improve workplace productivity.

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