Writing should always be suitable for the target audience. This is simple good sense. It is no good, for instance, writing a sales leaflet for soap powder in the language used by the scientists who developed it.

Some people make the big mistake of twisting this into the idea that you should write what the audience wants to read. This may prove apparently successful in the short term, but generally ends up in a loss of confidence and trust. Why do so many people distrust insurance, double-glazing and every other high-pressure salesman? Simple! After they have bought the product, they realise that half of what they have been told is a con. It may have been technically legal, but it is still, to ordinary folk like you and me, a con. The policy isn