Do not intentionally use specious, unsupported, or illogical reasoning.
Do not ask your audience to link your ideas or proposal to emotion-laden values, motives, or goals to which it actually is not related.
do not oversimplify complex, gradation-laden situations into simplistic two-valued, either/or, polar views or choices.
Do not pretend certainly where tentativeness and degrees of probaaability would be more accurate.
Do not advocate something in which you do not believe yourself.