It means including both quantitative and qualitative information.
- Quantitative: Think data, statistics, basically any numbers information. Quantitative information appeals to a person’s mind with reason. An example might be: According to the U.S. Department of Energy, you can save as much as 10 percent a year on heating by simply turning your thermostat back 7 to 10 degrees Fahrenheit for eight hours a day from its normal setting.
- Qualitative: Think personal stories such as testimonials. Qualitative information appeals to a person’s heart with emotion. Get someone to share their story. An example might be: The money I saved from turning back my thermostat gave me extra cash each month to go out to eat with friends and catch up.
Testimonials are powerful, especially if they come from trusted, well-known, well-liked members of your community. If you can’t find someone to give a testimonial, consider just putting the information out there. In the example above, just change a few words -- The money you save from turning back your thermostat can give you extra cash each month to go out to eat with friends and catch up.