We’ve all heard it before: keep it simple, short sentences, aim for a 12-year-old reading level. It’s solid advice, in principle. After all, clear writing helps more people understand what you’re saying. But here’s the catch: simple isn’t the same as smart, and not every audience needs the same level of simplicity.
The reading age rule has limits
Writing at a 12-year-old reading level makes sense when you are writing for a mass audience and your goal is to be inclusive.
Imagine an update about a community event or major roadworks; everyone from teenagers to grandparents will benefit from a concise, clear, simple message.
But if you’re writing for a specialist audience, like scientists, lawyers, engineers, or transport planners, those readers don’t need you to hold their hand. They bring their own understanding and probably want more substance, not less. When we oversimplify for people who are au fait with the topic at hand, we risk making our message sound lightweight or condescending.
At its best, good writing respects the reader’s headspace. It invites itself in to where they are, whether that’s on the farm, in a boardroom, or scanning LinkedIn over coffee.
Read where the room reads
Context matters as much as content. The same piece of communication will land very differently depending on the environment in which it’s consumed. A quick Instagram video must get to the point quickly, while a a trade journal feature can (and should) go deeper.
Knowing where your words will live helps you determine the appropriate tone and detail. It’s as if there is a sweet spot that shifts depending on the space your story occupies. Good communications professionals have a sixth sense that allows them to read the room and dress a story accordingly. Our job is to make messages land without robbing them of depth and clarity.
Plain English isn’t the enemy
On the subject of clarity, plain English sometimes gets unfairly labelled as shorthand for ‘basic.’ When, in reality, clarity is about cutting through the extraneous, so your key message shines through.
You can still be precise and professional without sounding like you swallowed a thesaurus (and yes, at times, I’m guilty as charged!). But a bit of well-chosen terminology can build trust, especially with specialist audiences who want to feel you genuinely understand their world.
The trick is readability, not simplification. Here are a few tips to keep readers interested and engaged without dumbing things down:
Short sentences: make your writing easier to follow by keeping sentences brief and direct.
Logical flow: Organise your ideas so each point leads on to the next.
Relatable examples: Reference situations or stories that your audience will recognise to make your points clearer.
The occasional metaphor: A carefully chosen comparison can help readers understand complex ideas.
The balancing act
Sometimes, yes, the 12-year-old reading level is the right way to aim. Other times, however, the smarter call might be trusting your readers to follow a more complex thread.
Good communication isn’t about making things smaller, it’s about helping people connect the dots. And that, in the end, is what clarity really means.
