PERSUASION TIP 19 In the context of persuasion, you don’t need a physical picture if you can make someone imagine the scene. Trump could have simply said he wanted better immigration control, but that would not have been good visual persuasion. Concepts without images are weak sauce. So instead, Trump sold us a mental image of a “big, beautiful wall.” He said “wall” so many times that we all started to picture it. Before
