The Mathematics Of Persuasive Communication
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almost like a mathematical formula. To achieve clarity -i.e. virtually everyone will agree that it is clear – you must do three things.
1. Emphasise what is of key importance.
2. De-emphasise what is of secondary importance.
3. Eliminate what is of no importance.
In short: CL = EDE
Like all mathematical formulae, this one works only if you know how to apply it, which requires judgement.
In this case, you must first decide what is of key importance, i.e. what are the key ideas you want your readers to take away from your text? This is not always easy to do. It is far simpler to say that everything is of key importance, so you put in everything you have. But there is a dictum that warns: If everything is important, then nothing is. In other words, unless you first do the work of defining what
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