What is the difference between convince and impress?

Usually - but not always - our goal in performing in front of an audience is to convince. There can be other purposes: to explain, to apologize, to make fun, to interest and even to confuse. But usually our goal will be to convince.

At the same time, many times we also want to impress the audience. This can undoubtedly help in the persuasion process: people will certainly be more easily persuaded by someone impressive. Therefore, many times creating an impression is a necessary part of speaking in front of an audience.
But not always*.

How to impress and how to convince?

The best way to impress is with numbers and data. The advantage of numbers, which is also their disadvantage, is that they are difficult to remember and you need to be a very serious expert in the field to know them well. Therefore, when you incorporate quantitative data into your content, people automatically assume that you are a very serious expert in that field. In addition, presenting data is a fast thing, so when you have a time limit, this will be the shortest way to convey a strong message.

So why are the numbers impressive and not convincing?

Because for the same reason that data is an impressive thing that others can't present, it makes it possible to fake expertise by throwing out numbers and relying on most people not knowing how to challenge them. Therefore, people feel a certain suspicion towards those who present them with numbers that they have no way of evaluating. In addition, the fact that that person knows data that they have no way of evaluating creates a clear separation between them as an audience and between you as a speaker, and this separation can easily create a sense of distance.

Want to convince? Tell a story that people will connect with

(*Sometimes it even happens that impressing is actually the opposite of convincing. Sometimes it happens that because we tried hard to make an impression, we distance ourselves from the audience and make them dislike us.)