The wrong sort of communication

Don't use jargon. Say what you mean. Keep it as short as it needs to be. These are three of the principles I use when crafting a piece of communication. Doesn't matter if it's a speech, a video script, a poster, the principles are the same.

The fourth one is - Put yourself in the shoes of the audience. And by that I mean read/listen/watch through their eyes and ears. It makes a real difference.

So when I see an independent shop that sells stuff (kitchen units), primarily to families, with a notice on the door that says: No ice cream, no dogs, no pushchairs and children must be kept under control, I ask myself whether the person that is running the shop has looked at their front door through the eyes of their potential customers. There's not even a 'Welcome' message, just a list of things not to do.

To me this sounds like somebody who doesn't like people but likes taking their money. I would advise they either find another way of communicating these messages or think about a different career.