Rule number 1 states: If you give people what they want, the way they want to hear it, they will love it and completely agree with the message - even if it isn’t technically perfect.

Rule Number 2 states: Every time you use graphs or statistics you will lose 1/2 of your audience. (By the way, that estimate is for European and North American audiences so you can imagine what happens with audiences in less developed countries). The same study showed that the most effective way to loose your audience is to include mathematical formula in your text.

Rule Number 3 states: In slogans you get two words free. From then on every additional word will lose 20% of your audience.

Rule Number 4 states: KISS or Keep It Simple Stupid. Never use three words to say what can be said with two. Every additional word just makes it that much harder for people to remember, and in many cases understand, your message.

Rule Number 5 States: If you cannot say it in words of one or two syllables you don’t know what you’re talking about. At least that’s how the average person will see it. Rare or polysyllabic words simply do not constitute a part of the average persons vocabulary.

When the average person happens across such words they:

1. Skip over them and continue reading as if nothing happened, or

2. Stop, squint, mouth the syllables (either silently or vocally), tilt their head from side to side, squint again, then apply varying amounts of digital stimulus through an inter reaction between the 1st felange of the right hand and their epidermal cranial layer. This action is usually followed by an abrupt raising and lowering of the deltoid muscles at which point they skip the word and continue reading as if nothing happened.