He recommends to keep the words, storyline, headlines, images and all simple. Don’t make the reader work hard.
I would add another point for non-profits looking to raise funds through their communication. Keep the emotions simple and clear. Think of the emotional narrative, and stick to one emotion you want to elicit from the reader.
It is advise we’re taking seriously on barakabits. Can you tell what emotion we are focusing on? Can we make it any simpler?