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Lesson Summary
This lesson examined how to properly use inartistic information. In particular, it
addressed the use of data and statistics and how to ensure that your inartistic
information is relevant and concise.
Initially, it addressed how to differentiate between relevant data and extraneous
data. It then discussed ways to present your relevant data to help ensure that your
audience will understand it.
It is important that people understand how you have arrived at a specific conclusion.
As we discussed in the previous lesson, it is best to start with your inartistic
information, or your premise, and move on from there. In the business world your
inartistic data will often include marketing research, sales percentages, highest and
best use analysis, average sale prices, and supply and demand relationships. These
types of information are often represented using statistics, specifically ratios, and
percentages. These ratios and percentages can serve as valuable inartistic
information, but it is important that they are used appropriately.
Too many statistics in any one piece or session can quickly make your evidence seem
arbitrary or confusing. If there are lots of percentages in your piece, then no one
percentage will carry the same impact that it would otherwise. In addition, people
often begin tuning out long lists of statistical data because it can seem
unmanageable, particularly during conversations and oral presentations. You can
only effectively use poignant data. Consequently, the first step towards clarification
involves cutting out any inartistic information that we do not directly need.
In order to tell if your inartistic information is relevant, try to separate out the artistic
information in your piece from the inartistic information. Within the artistic
information should be the point of your presentation or the argument that you are
trying to make. Unless the inartistic data relates directly to the artistic data, cut it.
TX Marketing II: Negotiation Techniques 57
