“Use simple words, words that create pictures and action and that generate feeling.”

—  Gerry Spence

Source: How to Argue and Win Every Time (1995), Ch. 7 : The Power of Words, p. 104
Context: Words that do not create images should be discarded. Words that have no intrinsic emotional or visual content ought to be avoided. Words that are directed to the sterile intellectual head-place should be abandoned. Use simple words, words that create pictures and action and that generate feeling.

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Gerry Spence46
American lawyer 1929

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