"Poor Richard" was the pseudonym of Benjamin Franklin. As Poor Richard, Franklin published Poor Richard's Almanack. The yearly publication was popular among the American colonists during Franklin's time.
The almanac was not written for academic intellectuals and scientific scholars, but for the layperson. Rather than complicated explanations on the weather, astronomical phenomena and scientific inquiries, Poor Richard's Almanack featured clever wordplay and other literary tropes that entertained the common person.
Even the pseudonym that Franklin chose reflected his intended readers. By adopting the name Poor Richard, Franklin was able to relate with the uneducated colonists. Franklin himself stated that education should be available to all colonists, not just to the wealthy elite.
In the articles about the invention of the telescope and the orbits of planets around the sun, Benjamin Franklin assumed the role of the teacher—possessing great knowledge that seemed esoteric to the common people—but he wrote them in an entertaining and simple-worded fashion.
Having a background in science and philosophy, Franklin sought to disprove occultist beliefs and the supernatural. However, many of the colonists were religious common folk who still believed in superstitions. So when Franklin wrote his articles on the telescope and astronomy, he articulated scientific ideas with common person's beliefs in mind. Through Poor Richard's Almanack, Franklin sought to disprove old, anachronistic ideas with proven scientific knowledge.