Instead of pointing to larger trends to get your point across, zero in on a specific example that illustrates the trend to better connect with your audience.
“Someone smarter than me once said that a single death is a tragedy but a million deaths is a statistic,” Jeff Kreisler, a behavioral science expert and editor in chief of PeopleScience.com, told Business Insider. “That’s a little dark, but the point is, the identifiable victim effect confirms that highlighting individual examples and stories is a more effective way to have those stories connect with and impact an audience than the too-big picture.”
For example, he pointed to how politicians on the campaign trail talk about meeting everyday people being impacted by a certain issue as a way to discuss their stance on a particular policy.
“They use that formula because it works. And it can work for you, too,” Kreisler said. “You need a budget increase? Start by telling me how it’s going to change one specific client’s relationship with us, then go to the big numbers.”