" Simplicity is important because the average American like Jennifer hasn’t graduated from a four-year college.
Brevity is important because Jennifer or her husband don’t have time to think about what you’re saying. They need to be able to sort it out immediately.
Credibility is important because Jennifer Smith has been misinformed too many times to trust what products or politicians promise her.
Consistency is important because she won’t hear you the first, second, or even third time you speak to her. You’ll have to give your message gains and again and again.
Novelty is important because you need to stand out. “Been there, done that” is Jennifer’s creed. If you aren’t different, you’ll get lost. Say something that grabs her attention.
Sound (alliteration) is important in attracting her attention. She’s already doing too many things at once. You need to break through the clutter.
Aspiration is important because you know that she has dreams for a better life. If she recognizes her dreams, sees your words in her dreams, she’ll listen to you.
And relevance is important. The greater the impact you can demonstrate on her daily life, the more likely she is to pay attention to what you want to say. "

― , Words That Work: It's Not What You Say, It's What People Hear