Daniels spoke about the Flesh-Kincaid reading level test. A tool that measures the approximate education level of a piece of writing. For example, USA Today is written on about a 6th or 7th grade reading level.
This is not dumbing down, she stressed, its simply speaking to people at their level.
There's no need to be overly antiquated when using simpler terms would get the message across much better. For example if you can choose the word "use", why would you instead pick "utilize"? It's important to keep it simple, concise and consistent.
Daniels used various examples, many from Republican campaigns, to show why some of their messages are so much easier to follow and catch onto. They know how to use repetition and simplicity to get their message across and this is something that we need to improve upon.