How do you use data and evidence to persuade and inform your listeners?

First, you want to make sure the data and evidence will resonate with the audience's needs and concerns. Make sure the data selected is relevant and reliable and directly supports the key message. Think about what you want your audience to believe as a result of the data or evidence. I try to focus on evidence that is recent, credible, and from trusted sources. Use visuals or examples to simplify complex data and highlight its practical implications. Think about whether there is a story that illustrates the point of the data or evidence. Stories are beneficial for persuasion. By tying the data to real-world outcomes or benefits that your audience cares about, you make the evidence more relatable, compelling and persuasive for the audience.

Start with Why: Persuasion begins with the limbic system, the brain’s emotional and decision-making center. Before introducing facts processed by the neocortex, frame your message around a shared why. The limbic system responds to purpose and stories, not raw data. Use narratives to create emotional resonance and prime the brain to care. Support with Data: Once the limbic system is engaged, introduce data to satisfy the neocortex’s need for logic. Decision-making is emotional, with logic used for justification. Include reliable, relevant evidence, highlighting three key facts to avoid cognitive overload. Use visuals—processed 60,000 times faster than text—for clarity and retention. When emotion precedes logic, data drives action.

Stories with stats hit different. So when presenting data, I actually sandwich numbers between context and implications — making evidence digestible. Too often, raw figures leave people cold while stories around those same stats light up their minds. You know what works? Surprising data points (from 2023 studies) followed by "this means for you..." statements. In a way, our brains process narratives 22x more deeply than isolated facts... and that's your secret weapon for persuasion.

It’s essential to organize data logically and integrate it into your presentation’s storyline in a way that makes sense. Place the data at points where it directly connects to the information being delivered. When presenting the data, explain its impact to the audience—what it means and how it supports your statements. This approach not only clarifies the data’s relevance but also strengthens the credibility of your message.

Neuroscience shows that using numerical data triggers a credibility bias, making the information more persuasive. However, it’s essential to ensure the data is truly coherent and relevant; otherwise, it can have the opposite effect. Including the source of the data not only adds validation but also allows the audience to verify it, reinforcing trust and the impact of your message.

One thing I've found helpful is presenting data using charts, graphs, or infographics, to make complex information more digestible. I also ensure that the data is directly tied to the key message or decision at hand, highlighting actionable insights or trends. For cases needed, I support the data with real-world examples to further strengthen impact and build credibility with the audience.