Too Long; Didn't Read
There are often concepts that exist in a purely abstract way. We therefore have to find ways to explain what these concepts are so that they make sense to as many people as possible. Using complex language makes you sound smarter and isolates readers, putting them off even finishing reading your sales page. Using plain English means that readers instantly know who you are and what you do. They can make an informed decision about if you’re the right fit for them faster, or decide that they want to find out more.