Use Plain Language and Familiar words

Use of technical words and big words only if they are appropriate for the audience. Use of big technical words can be overpowering to the audience that your speaking to. The message that your trying to send to the target audience should be simple and easy to understand making your message effective to the targeted audience

(Reference: Guffey, M., & Loewy, D., & Rhodes, K., & Rogin, P.(2013). Business communication process and product. Adapting a Message to Its Audience, p.90)