Its not FACTs but E-FACT that matters

In Mumbai Suburban Railway some times people having ticket of 2nd class travels by 1st class. In similar one such instance a commuter appears to be of  2nd class commuter was boarding the train. While he was boarding 1st class compartment cpl of commuters informed that this is first class compartment so don't board.  He didn't pay heed and entered the compartment.  Then one of the commuters told him that if the ticket checker comes and he is found with 2nd class ticket he will be fined Rs.500/-. Immediately without thinking for a second he got down of the compartment. 

Fact : 1st Class Compartment E-Fact (effect): Rs.500/- penalty

Yes stating fact is just a statistics. 

Toothpaste with Salt or Clove or LED TV or 200 CC Bike or Al Queda is a Terrorist organisation - but so what? How does it matters to me??

Mere statistics may not move people to take action. If you wants action,  talk abt the impact of the facts or non action on the person. Communication be it advertising or marketing or any such personal persuasion should have this in it to be E-Fact-ive !!!