Tip #6: Do the math.

If a picture is worth 1,000 words, then a number is worth at least 500--delivering 50% of the value of a photo with a fraction of the effort. You get the idea.

Numbers were the dominant theme of the story I wrote today, about a utility's return on an IT investment. Having tracked the metrics for three years, the source provided data sliced and diced every which way.

My job was to pick and choose numbers that would be most meaningful to readers. In at least one instance, I calculated the statistics myself to make them more relevant (e.g., say: reduced IT spending 80% while delivering 75% more service).

Don't shy away from doing the math, if a number can tell the story better than words.