Spoiler: it's using concrete nouns. There are some other interesting details here too.
I've certainly found the opposite: some very unconvincing statements from companies and government groups that use lots of abstract nouns to say very little.
What's an easy method to make people more likely to trust what you say?
http://www.bakadesuyo.com/whats-an-easy-method-to-make-people-more-like
