Update: It's time for my annual physical and I don't know about you, but I like to bend the numbers in my favor. I'll do some running before my exam to lower my blood pressure. This way my doctor never makes a fuss about my overall cholesterol being borderline.

Am I cheating? No, not at all. Running is a supplemental activity beyond my regular cardio regimen. Anyway, I believe those numbers from the doctor's office don't always give you a clear picture of your actual health.

According to statistics, I'm obese because I'm too heavy for my height. Although I'm not too concerned because I've been gaining muscle, which automatically increases weight. I'm more concerned about how I fit in my clothes. That's a better indicator of my general health and wellness.

But stats are important because they indicate trends. Yet when the average person hears a stat—they often appear lost, dumbfounded, or even befuddled. Let's try to change that around with today's...

Feature Article: Moving Your Audience with Stats

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Are You One of The 13 Million?

According to speaker/author Mary-Ellen Drummond, 4% of the American public (13 million) never had a fear of public speaking. Can you imagine that? This doesn't mean that they're professional speakers, but it does mean they have never been afraid to open their mouths and speak their mind.

That also means a whopping 96% of the American public do have a healthy fear of public speaking. But fear not, because Mary-Ellen also says that anxiety is good. It provides that extra bit of adrenaline that can make you a dynamic speaker.

Moving Your Audience with Stats

Dear Associate,

You're probably thinking maybe I've lost it this time. How can you move an audience using stats? Stats are dry, unappealing and unemotional. They usually serve as nothing more than interesting filler.

But that's not always the case...

You don't have to hit your audience with a stat, and then run away from it. You can show them how a certain stat affects them. In fact, stats are nothing more than numbers with a story behind them. It's up to you to breathe life into that story.

Here are three keys that bring your stats to life:

1) A stat has to hit home.

When you say, "The Center for Disease Control and Prevention states that 19.6% of children between ages 6 and 11 are obese." That's a shocking fact, but does very little to evoke an emotional response. These are dry, meaningless numbers and doesn't answer the question, "So what?"

But when you alert parents with, "Almost 20% of children ages 6 through 11 are obese. That means one in five kids--maybe one of your kids--will become a prime candidate for heart disease, type 2 diabetes, or cancer." Now this hits parents right between the eyes. This gets their undivided attention. This gives them more reason to tune in to your message.

2) A story outpulls a stat every time.

At a fundraiser, when you hear about the countless thousands of widows in Burundi as a result of the 12-year ethnic violence you might think, "Oh, my... that's terrible." Chances are you wouldn't get teary-eyed. And you probably wouldn't be moved to sponsor one of them.

But what if you heard, "I'd like to tell you about Odetta. Because she's a widow she is shunned, defenseless and easily victimized in Burundian society: even by family. And just like the rest of the other widows she is looked upon as an outcast, having little value and often her own children mock and despise her. She has spent years living in destitute, selling her body to survive and wonders what she's done wrong to deserve this."

Now you see the big, clear and concise picture. Now you can feel one widow's daily plight and struggle. Now you have a deeper connection with a human being and understand why sponsoring a widow offers her hope, healing and a chance to live with dignity and respect once more.

3) Wrap your audience within a stat.

This powerful method hits them right where they're seated. It navigates them to a point of decision. It separates people into two categories: potential graduates or potential dropouts.

Next chance you get to quote a relevant stat, drive it down to where your audience gets it. It has to be crystal clear to them. Make certain they know it's about them.

For example:

"I don't want to be the voice of negativity and I certainly don't want to affirm this, but statistics show half of you won't be attending this same conference this time next year. That's right... half of you. For whatever reason.

"Look at one of your neighbors seated next to you. According to stats, one of you will disappear from the company, stop buying its products and won't renew your membership. One of you will give up and quit. You'll be the dropout.

"But one of you will stay. That's right: only one of you. You'll earn your certificate, be the graduate and profit with the company. Now here's the big question: which one of you will it be?"

Wow, what a powerful way to use a stat. It doesn't get more personal than this. People get it when a stat is driven down to a personal level.

A stat doesn't have to be dull, dry or boring. It can affect an audience when tied to a gripping story. Use these three keys to impact your audience today.

Warm regards,