Use Statistics to build Credibility

Statistics and numbers increase the credibility of your message - whenever possible include them.

However - be sure that you:

• Are using credible statistics, from reliable data
  
• Can show the supporting data and/or source of your statistics/numbers
  
• are comparing 'apples to apples' (i.e., relevent and comparable) information
  

Participating in benchmark studies, reading industry best practices (e.g., from Gartner or Meta), and maintaining high standards in your own record keeping of stastical data goes a long way towards providing sources of statistical data.