Your average consumer doesn’t want to learn new words and terms when reading about your brand – they’re there to learn about you! Avoid using overly complex language and ‘jargon’ in your press releases, newsletters and leaflets. Use language that your audience can relate to, and they will be far more interested in what you have to say.
In fact, by using language they can relate to, they’ll actually be able to understand you! Explaining the chemical make-up of a sun lotion will not help you explain how your product will help customers avoid a sun burn.