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.”

Or?

“He is a stale candidate with a shadowy background.”

Just another tool in your belt…

[This is part of the series: 31 Persuasion Tips That I Learned From Scott Adams]

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.