What do they want to know? What do they know already?
What is relevant for them? What makes your research interesting for this audience?
Consider possible counter-arguments they may have or that they may have heard.
Try to show how your research is interesting and relevant to the audience.
Is the research controversial or likely to impact on the audience?
2. See how other authors have done writing for a lay audience
Find examples and emulate them.
3. Decide what the key information is
Include why it matters, the consequences in the real world.
4. Support what you say with facts
Illustrate what you say with concrete examples or evidence.
5. “The curse of knowledge
Remember, the audience doesn’t have your knowledge. Imagine yourself a few years ago before you knew what you know now. It may also help to imagine that you are writing for a particular person you know who is not doing your course.
6. Bring in fun or personal aspects
Since there are not the same constraints as for academic style writing, you can allow yourself to be more imaginative. You can bring in any fun or personal aspects of your research which might help to draw in the audience.
7. Keep it clear and simple
…but, don’t oversimplify! Likewise, don’t exaggerate or sensationalise.
Imagine that you are speaking to a neighbour or family member rather than trying to be very formal.
