Number Two on the list of "Ten Things Evolutionists Can Do To Improve Communication": Attitude.

Whenever you condescend [...] you lose the sympathy of your audience. Plain and simple. When evolutionists call intelligent designers idiots, its fine among evolutionists, but for the broader, less informed audience, it just makes everyone side with the people being condescended towards. It’s a simple principle of mass communication. Furthermore, even though Stephen Jay Gould was my hero in graduate school nearly 30 years ago, today he is culturally irrelevant for undergraduates at the introductory level. His essays, which I cherished as an introductory student back then, are now unusable. My students at USC literally asked me to never assign them his essays again. They find his style and voice to be arrogant, elitist, condescending, verbose … the list goes on and on.

Link.