The first rule in marketing is knowing your audience and what they want. You're lucky if it's a small, select group – like organic sheep farmers or Civil War era stamp collectors. Then you can use industry jargon and feel confident that if they need what you're offering, they'll wade through your information no matter how it's presented.
But maybe you don't have the luxury of speaking to a targeted audience. Perhaps the people you need to reach come from all walks of life, with varied cultural and educational backgrounds, speak different languages and have differing values, attitudes and beliefs. Then your communication goals need to be about more than just what you say, but also how you say it.
Plain writing and design make your messages accessible, easy to understand and retain. No matter what business you're in, clear communication helps not just your audience, but also your bottom line. Why?
People get it the first time – meaning fewer follow up messages, less explaining and reduced mistakes
People know what they need to do and are able to do it – streamlining your organization's internal tasks and processes
People trust your information – adding value to your brand
Most important of all, it's the right thing to do. Informed people make better decisions for themselves, their families and their communities. When we help each other to succeed and thrive, we all benefit.