Why does a powerful visual model have so much more psychological and emotional impact than written or spoken words?

Language is the most abstract concept we have. Words must be perceived and then decoded. That decoding depends on your listener's vocabulary and linguistic strength.

Visuals on the other hand are simply received. We can take them in as they are. They go straight to a deeper level of understanding.

Look at the image - one is the news headline, the other is the news image. Which one conveys more with greater impact?

We also draw before we write and even though our scribbled toddler drawings were barely decipherable, we probably received high praise full of love - pure emotional reward.

Then if we lay structure over the image - we organise the information into a framework. It becomes a visual model that not only makes us feel good, it also makes sense to us.

If your promise makes your prospect feel good and it makes sense to them, you're halfway home ... just by drawing some squares, triangles circles and lines!