"Show rather than tell to motivate supporters to care, then act.
If you take away just one thing from this post, make it this—You want your listener to take action because they want to—not because they’ve been told to. When you craft your stories to ensure listeners to connect your info with what they already know (test it), you’re far more likely to build trust and rapport with them. In turn, this group relationship is most likely to be transformative, motivating their desire to take action, now and in the future, and to spread your stories/messages to friends and family." Read the full article to see a before and after example.
Via Kim Zinke (aka Gimli Goose), Jim Lerman