You think so. You're usually right. But sometimes you're very very wrong.

1. Use repetition.

2. Use rhymes.

3. Use a readable font.

"One thing that fools us, for example, is font. When people read something in a difficult-to-read font, they unwittingly transfer that sense of difficulty onto the topic they’re reading about. Schwarz and his former student Hyunjin Song have found that when people read about an exercise regimen or a recipe in a less legible font, they tend to rate the exercise regimen more difficult and the recipe more complicated than if they read about them in a clearer font."