A rule must be specific, use words that are not promotional, and give precise clarity. A rule is an educational asset that promotes thought leadership and expertise for the vendor and is helpful to the target audience to frame consideration, discussion, and deepen understanding. All rules strive to be logical, practical, and rational in the results and benefit potential.

The target audience must understand words and terms and avoid seeing acronyms, pet client phrases, brands, specific products, and service names or call excessive attention to the vendor beyond using the vendor logo or icon combined with the BuyFacts logo.