Visuals persuade people better than non-visuals do.
This is because an idea is more compelling if you can see it.
Visuals also work because what you see overrules everything else.
Don’t believe me?
This video will change your mind. (And mess with you for a week after you watch it.)
If you can’t be visual with pictures or video, visual words are better than non-visual words too.
Don’t say you have a bad headache – say “pounding headache.”
Don’t say it is a boring class – say “bland class.”
Don’t say the politician has a questionable past – say “shadowy past.”
The words “pounding, bland, and shadowy” engage the senses.
Keeping it visual is one of the 4 simple tools of persuasion.
PERSUASION TIP 18: Visual persuasion is more powerful than nonvisual persuasion, all else being equal. And the difference is large.