A good comparison makes it easier to make your message sound familiar and trigger the emotions you want it to arouse.

Steen, a salesperson I trained, had a troublesome customer who wouldn’t sign some standard documents, even though it was a mere formality. The situation descended into the two of them hurling arguments and counter-arguments at each other.

Steen decided to use an image that the customer, who worked in the hospitality industry, would recognise: “It’s a bit like buying a cooker that doesn’t work. And then you buy some delicious meat. But although it’s the cooker that doesn’t work, you go to the butcher and complain about the meat.”

The customer got the point and signed the documents. Images can be used to step away from a war of words. The next time you are trying to convince someone, try substituting some of your arguments with a meaningful image.