Here are the ten rules from Frank Luntz's book "Words That Work: It's Not What You Say, It's What People Hear" I read recently:

1. Simplicity: Use Small Words
2. Brevity: Use Short Sentences
3. Credibility is as Important as Philosophy
4. Consistency Matters
5. Novelty: Offer Something New
6. Sound and Texture Matter
7. Speak Aspirationally
8. Visualize
9. Ask a Question
10. Provide Context and Explain Relevance