Colloquial is not simpler.
Communications people in the know at a large company asked us the other day if we could concoct something informal so that website visitors could promptly understand serious things such as the scope and scale of the company's operations.
The surprising thing is that we didn't find this an odd proposition. Not because of any merits it might have, but because this was not the first time we were handed weird suggestions about how to make corporate content understandable.
We may excel in content advisory but, to our regret, we hardly do so in linguistics. Yet we think we have enough knowledge to say that straightforward syntax rather than colloquial talk is a powerful factor in the effective delivery of corporate content.
Does this collide with the possibly worthy but certainly worn-out concept of storytelling?