When you’re writing content, it is probably obvious to most people that stories are best backed up with facts, and facts are best illuminated with stories.

The article below looks at how we react, both rationally and emotionally, to what we read. 

While stories are ultimately more powerful than facts, it is clear that by themselves they won’t be able to persuade everyone.  Some people require the trust and logic that we associate with numbers.

That said, data needs to be used carefully, as it can also have a negative effect on the reader.