I wrote a sentence once. Then, I was told this:
“People are stupid.”
The argument was that since I’d used a slightly uncommon word, no-one would get it.
I’ve heard these assumptions – readers are thick, lazy, or inherently uninterested in copy – too often. It’s infuriating (that means it makes me angry).
“People are stupid” says you can’t be both clear and clever. It brands originality as risk, and dilutes strong ideas.
You’re asked to dumb your writing down, you dumb it down, readers don’t read it – because it’s dumb – and “see? No-one reads any more”. It’s a big dumb circle.
Keep writing with intelligence, clarity, and creativity. That’s what engages readers. Disrespect should never direct your copy.