The voice
Plain, exact and calm. It explains, then it shows its sources. It does not hype, sell, scare or lecture.
Rules of thumb
Short sentences, common words, one idea at a time. Explain a term the first time it appears. Say how sure the evidence is. Prefer a number with its year and population to an adjective.
Never write a claim as fact without a source that was read. Never name a person, place, product or result that a source did not name. Label aims as aims.
Layers
Every explainer is written in layers: a plain-language summary first, then the key points, then clinical detail, then the evidence and where it breaks down, then the sources. A reader can stop at any layer.
What the voice avoids
Slogans, superlatives, testimonials, fear, and implied promises of care or results.