Avoid using too much jargon and «academese». Don’t assume that learners have the same knowledge that you do.

Occasionally, it is of course necessary to use technical or academic terms; in that case, explain what the terms mean – even if that makes a sentence longer (or creates more than one sentence). The more concrete you can be in your explanation, the better. For example, instead of saying:

• «Sceletium tortuosum alleviates pain and reduces stress.»

say:

• «Sceletium tortuosum, a South African succulent plant, alleviates pain and reduces stress.»

or even:

• «Sceletium tortuosum is a South African succulent plant. It is also known as kanna, which loosely translates as ‘something to chew on’. The plant alleviates pain and reduces stress.»