Never make assumptions about what your target audience does or doesn’t know and how they speak. Don’t talk down to them, but certainly don’t assume they know your industry language and terminology. Some people think that using insider and industry lingo makes them sound professional or expert. More likely it alienates the very people you want to attract. No one wants to feel left out, or stupid or uninformed and that’s what you risk when you start using jargon.

Unless you’re speaking to an audience that you know for certain already uses that language; avoid it like the plague. Even that can be risky. The exceptions would be when you’re asked to write to an audience that is focused on one trade, industry or profession, particularly one that is scientific or medical in nature.

In those cases, you can sometimes get in hot water if you don’t study the profession or industry and speak their language. Do your research. It may seem time-consuming but it can be the difference between success and failure.

That said, simple, plain language that can be understood by anyone works best in most situations.

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