BE STRAIT UP AND FORWARD ABOUT YOUR RULES! Put your EXACT expectations in your rules, and the consequences for breaking them ... I assure you most guests ignore most rules, but at least if your rules are stated with the consequences for breaking them is clear, you won't have issues later when you try to enforce any of them (because they AGREED to them PRIOR to booking your home).
Being forward and direct is definitely the best policy for rules on Airbnb, and don't worry about "potential guests" who see your list of rules and then decide not to book, TRUST ME you don't want those types of guests anyways!!