Data as proof

The pattern

This still is filed under Data as proof.

Define

A chart, map, or count that is the argument, not an illustration next to the argument.

Mechanism

Sighted evidence. The reader is asked to believe their eyes: a bar, a share, a spread on a map.

Verdict

The claim is comparative or quantitative and the figure can be read without a caption doing the sell.

Why it works

The bold number does the persuading: 25,000 shares were offered and 27,701 were taken by the third day. The bank reads that figure back to the public as proof of the nation's confidence, thanks the Egyptian people, and doubles the offer to 50,000 shares. The close is first come, first served, with a warning that the book may shut early, so a reader who hesitated now sees his neighbours moving ahead of him.

The big idea

Demand beat the offer by the third day, so the bank thanks the nation for its trust and doubles the shares on sale, making the oversubscription itself the pitch.

The offer

50,000 new Bank Misr shares instead of 25,000, open to the public from 19 October to 31 December 1925 at 5.5 Egyptian pounds a share. First come, first served, and the book may close early.

The proof

25,000 shares offered and 27,701 subscribed by noon on Saturday 17 October, the third day. Dated Cairo, 19 October 1925, and signed by the managing board member.

Lines from the ad

تغطية الزيادة المعروضة لرأس المال

The offered capital increase has been covered

عرض زيادة جديدة للاكتتاب العام

A new increase offered for public subscription

٥٠٬٠٠٠ بدلا من ٢٥٬٠٠٠ سهم

50,000 instead of 25,000 shares

Steal this when

Use it when early demand has beaten your target and you can publish the real number to pull in the undecided.

The emotion

Written to Regret. It makes the Avoid mistake.

Shows the hesitant reader that 27,701 shares went by the third day, then doubles the offer under first come, first served and a warning the book may close early: pressure to decide fast.