Using words to plead your case is risky business: Words are dangerous instruments, and often go astray. The words people use to persuade us virtually invite us to reflect on them with words of our own; we mull them over, and often end up believing the opposite of what they say. (That is part of our perverse nature.) It also happens that words offend us, stirring up associations unintended by the speaker. The visual, on the other hand, short-circuits the labyrinth of words. It strikes with an emotional power and immediacy that leave no gaps for reflection and doubt. Like music, it leaps right over rational, reasonable thoughts. The best way to use visuals is to organize images and symbols into a grand spectacle that awes people and distracts them from unpleasant realities. This is easy to do: People love what is grand, spectacular, and larger than life. Appeal to their emotions and they will flock to your spectacle in hordes. The visual is the easiest route to their hearts.
Daily Law: Stage spectacles for those around you, then, full of arresting visuals and radiant symbols that heighten your presence. Dazzled by appearances, no one will notice what you are really doing.
The 48 Laws of Power
, Law 37: Create Compelling Spectacles