Keep your language simple. Start with acceptable claims, premises you think your audience would already agree with, and then carefully move your reader, via your arguments, one step at a time, through your more contentious claims. Use simple words, clearly articulated ideas and unambiguous sentences. And of extreme importance, be consistent. Do not contradict yourself. If you claim that the universe only consists of physical objects, then do not also claim that non-physical spirits inhabit those physical objects within that same universe.
