He blasts sloppy, ambiguous language as a political tool but it applies just as well to marketing and writing in general. English, he argues, is increasingly sloppy just because we don't make it clean. He presents a few rules to solve the problem;
- Never use a metaphor, simile, or other figure of speech which you are used to seeing in print.
- Never use a long word where a short one will do.
- If it is possible to cut a word out, always cut it out.
- Never use the passive where you can use the active.
- Never use a foreign phrase, a scientific word, or a jargon word if you can think of an everyday English equivalent.
- Break any of these rules sooner than say anything outright barbarous.