Although all writers should bear their target audience in mind, this is particularly critical for economics and finance writing.

Jargon can confuse and alienate, especially for general audiences. Words that are accurate and helpful terminology among experts can baffle non-experts. Always balance the need for accuracy with ease of reading among all the likely audiences.

Also ensure that you consider the different circumstances of different members of your audience. Attitudes to risk, financial security, savings and job security vary greatly. If you wish to appeal to a wide audience, you must consider vastly different individual risk profiles, ages and life goals.

‘… finance is a part of economics and economics is a part of social science, which is essentially the study of how people think, behave and make decisions.’ (Fei Xie, Professor of Finance, 2013)