Ideas become more sticky when they either vouch for themselves or come from a source people can trust. A shampoo ad is less credible than a friend who loves it. Honesty and trustworthiness.
One way to bring statistics and abstract concepts to life is to contextualise them (like nuclear weapons in terms of scale) in terms that are more human.
Testable credibility is good too. Let others and customers test a claim for themselves (“are you better off now than you were four years ago?”).
So the general ideas:
- External credibility
- An antiauthority
- Statistics on a human scale
- Vivid details
- Put the shit in your audience’s heads