The next time you write an email, a social media post or a blog, pretend you’re writing for an audience of children.

If you do that, you’ll make a point of using simple words and explaining things clearly – which is the best sort of writing you can do.

But if you assume you’re writing for adults, you might fall into the trap of trying to impress them with fancy words and complicated sentences – which is actually bad writing.

The clearer you make your marketing and communications, the more customers you’ll get to read your writing and the more persuasive they’ll find your messages.