Your product features may be listed in jargon, but reveal their benefits in language everyone can grasp. Clarity is next to godliness, it’s why the gospel (along with other “tome” texts) is so easy to read read, yet so impactful.

“If you can’t explain it to a six year old, you don’t understand it yourself.” 

– Albert Einstein

You may break this rule to prove a point, you can complicate things to demonstrate the power of simplicity but use with caution.

Aim for meaningful simplicity and you’ll hit your mark.