Writing to be understood: what works and why

Introduction

Understanding your readers. Who are your readers? ; The absent reader ; How much do they need to know? ; What do they already know? ; The tough audience

How to explain abstract ideas. Curiosity is your accomplice ; Abstractions and details ; Explanatory analogies ; Stories ; Effective repetition

How not to be boring. Tone and style ; Images and imagery ; Credibility, humanity, and humility ; Humor ; Finding your personal style.