There’s a movement toward dumbing down messaging to ensure it reads at grade 2 level.
While I understand that the “curse of knowledge” can lead to jargon-full copy and alienation of readers, we need to remember who our audience actually is, and what they aspire to.
Are they at grade 2 reading level? Maybe. But do they aspire to more? A deep understanding of your audience goes beyond demographics and superficial data. Spend quality time with your ideal customer with the goal of truly helping them, and tailor your brand and its messaging to that.
Begin with the end in mind.