I’m a big fan of writers using plain English. I urge people to keep their blog posts, articles, and white papers as short as possible.
However, I agree with the following quote from Michael Maslansky’s The Language of Trust.
Simple does not always mean short.
As Maslansky explains, “It is always better to use five words to tell a clear story than use two and keep people confused.”
For example, if you must use a technical term, explain it in a parenthetical comment. Replace “We invest in BRICs” with “We invest in BRIC countries—Brazil, Russia, India, and China.”