“If you want to communicate an important idea, you must not preach; instead make your readers or listners connect the dots and come to a conclusion on their own. In putting this strategy into practice, avoid the common mistake of straining to get people’s attention by using a form that is shocking or strange. The attention you get this way will be superficial and short lived. By using a form that alienates a wide public, you narrow your audience, you will end up preaching to the converted. As the case of Machiavelli demonstrates, using conventional form is more effective in the long run, because it attracts a larger audience. Once you have that audience, you can insinuate your real(and even shocking) content through details and subtext .”