Craft the message to the ear of the receiver. Good writers and orators heed this nugget of anonymous advice.
According to my husband, I fail to follow this rule of communication. He accuses me of composing with words outside of the standard American vocabulary. “Why say veranda when you mean porch?” he chides (also a word he takes issue with). “Don’t say conflagration. It sounds stupid. Say that there was a big dadgum fire.”
In other words, I should say what I mean.