People always ask me, "Is it normal to experience (fill in the blank) when I'm doing imagery?" The answer is always, yes. If you experienced it, then it's normal for you. Every person will experience imagery in his or her own way.
The key here is to accept that everyone can imagine — not everyone can visualize. Some would argue that this is simply semantics and the two terms, imagine and visualize, mean the same thing and are therefore interchangeable. While it may mean the same thing to some people, it does not mean the same thing to everyone.
It's important to understand that the subconscious mind processes information literally. Therefore, visual language may only speak to those who process images in pictures.
For the rest of the population, you may as well be speaking a foreign language. This concept can be difficult for visual people to understand, but makes perfect sense to those of us who aren't visually wired. To those people who have read sports psychology books and sat through visualization sessions wondering what was wrong with them — why don't they see the pictures — this theory makes perfect sense.
If you are one of the non-visual people, please understand that you can imagine — you can use imagery to help program the subconscious mind. Every time you hear the word visualize, think imagine. When you hear someone tell you to picture something in your mind, or see it in your mind's eye, simply allow yourself to imagine it. You might be surprised at how powerful this simple shift in thinking becomes for you.