Chances are day-to-day when you’re making your social post or sending out that email, you probably aren’t speaking to high-level C-Suite professionals with a fine-tuned technical vocabulary. You’re speaking to a normal person. Be relatable, be human. Phrase your writing the same way you would if you were having a conversation with your audience in person, on a level that everyone can simply understand. You will enjoy writing more and your audience will enjoy reading more.