In a persuasive message, abstract nouns and passive verbs help readers see a product, service, or idea and its benefits more vividly than do concrete nouns and active verbs.

Abstract Nouns

Words that name intangible things, such as qualities, concepts, or conditions, rather than concrete objects.

Concrete Nouns

Words that name tangible objects or substances that can be seen, touched, heard, smelled, or tasted.

Passive Verbs

Verbs that indicate an action being done to the subject, often leading to less direct or weaker statements.