Do's and Dont's

  1. Keep the dogma simple: make only a few points. "Aside from a few changes in the form of presentation, their content was almost always the same." 
  2. Be forthright and powerfully direct. Speak in the telling or ordering mode.
  3. Hold forth an extreme either-or, black-and-white a call to action.
  4. Make it emotional: Direct your words to the emotions and stir them vigorously.
  5. Use lots of repetition: persistently repeat your point over and over.
  6. Forget beauty, literary criteria, scientific reasoning, balance, and novelty.
  7. Focus solely on convincing people and creating zealots.
  8. Find slogans that you can use and drive the movement forward