"sensory language is more persuasive. It fires more neurons in multiple parts of the brain. This is why concrete words are influential." I absolutely love getting tangible, hardcore reasons for doing things. It's like the difference between the technical and tactical (like you mention in your other story). I've known and used this concept in my writing, but only haphazardly, and viewing it in a tactical way. But now, knowing there is a biological reason behind the reason it works, confirms it's worth making a conscious effort to do regularly, and that I can be certain it will work. This is so empowering. Thanks Derek :-)