While visual words do persuade people better than non-visual words, I jumped the gun and already posted a little about this issue here.
This tip is simply codifying what I had extrapolated out in the linked post above.
The fact is this:
While visual persuasion works better than nonvisual persuasion, you don’t necessarily have to play a movie or show a photograph to paint a picture for someone.
Words that engage the five senses persuade better than words that don’t.
You decide, which is a better soundbite?
“He is a bad candidate with a questionable background.”
“He is a stale candidate with a shadowy background.”
Just another tool in your belt…
PERSUASION TIP 19: In the context of persuasion, you don’t need a physical picture if you can make someone imagine the scene.