Well, unless you are a robot who thinks in binary code, your favorite memories are probably rooted in rich images, tastes, smells and sounds. You should take this same principle to heart when you are trying to reach an audience with a persuasive message. If you can help make that image into a positive one, one that creates feelings of happiness and satisfaction, they will probably buy your product. Try to describe to your customers how using your product or service will make them feel. Brevity might be the soul of wit, but details are the spice of life.
Details provide nice reference points for visualization.
They are like little clues that help the customer create the desired image in their mind. Nothing will ruin a mental image faster than a confusing or unclear idea. When you try to figure out a question like that, you are using most of your mental capacity to analyze, NOT to visualize. Use the audience's experience to help you. Remember that your audience has a wealth of experiences that you can draw upon.