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Yea man you cant cast your spells with out runes
OK you got any Death runes man?

just realized i got shen'd

Starting with +15 Extra Attack Damage, 12 Armor, 12 MR, Scaling Armor/MR, +15 AP, etc.

If the player likes AP champs at all, convince him to pick up a set of Spell Penetration reds, even one at a time, and play a champ using them.

If he doesn't notice a difference on early game harass using those as opposed to not using them, he has problems. Spell Pen reds jump out at me as being the absolute strongest difference between a champ using runes at all and not using them.

The friend should be convinced to fill out the rest of the page after that.

Take an advertising hint from the Torgue Corporation:

"IF YOU DON'T BUY RUNES YOU'RE RETARDED."

i remember playing like 200 games without runes, had absolutely no problem
now looking back i know the early game power you lose, but at later game (especialy in S3) it doesnt matter as much, if hes good he can still beat you

Write a brief essay detailing the benefits of runes. Use science. Then hire someone with a good voice, like Leonard Nimoy, James Earl Jones, or Sean Connery, to read it to him.