I don’t generally quote others because what they say is good. I prefer to quote mistakes. But I ran into something the other day that is so good, and so in line with one of my guiding principles, that I have to share it. My humblest thanks to astronomer and writer Phil Plait, and to the American Geophysical Union, where he got this table. Phil’s article (click his link) is particularly worth reading. He also mentions the original source, an article by Richard C. J. Somerville and Susan Joy Hassol, from the October 2011 issue of Physics Today.
The guiding principle is that you must write for your readership. Before you publish, have an idea of your readers’ knowledge of the subject you’re writing about, and understand what stake they have in your content; in other words, work at figuring out what they know coming in, and what you want them to take away. This means, among other things, that you should reflect on your use of specialized words—either define or don’t use vocabulary that your readers might get wrong.
Without further ado: