• In the 1980's a $640 toilet seat became a powerful symbol of government waste
• A single, well-chosen number can make your point and stick in people's minds
• Effective shocking statistics are:
  • Relatable
  • Have emotional impact
  • Unique and memorable
• Five questions to ask when crafting a compelling statistic:

1. What's the one thing you want your audience to remember?
2. Is there one number that shows this best?
3. Can flipping the number create more impact?
4. Can you make it a story, not just a statistic?
5. Would a normal person find this interesting?

• Combine relatability, emotional impact, uniqueness, and storytelling to craft a memorable number
• Test your statistic with regular people to ensure it resonates

For more tips on using shocking statistics effectively, refer to the accompanying  PDF.

Winning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion.

For more, visit our website: www.thecommonwealthpartners.com.