If it’s easy to read, people will read it.

Even super-intelligent people prefer text that is easy to read. It’s not a matter of “dumbing it down.” It’s a matter of simplifying the information into a coherent sequence.

In today’s short-attention-span universe, people won’t bother with text that is hard to read. Colin can make your text plain, simple, clear, and factual. And then people will read it.