If you are an expert and you want a primer in how to write for your non-technical audience, please take 5 minutes to read this. 

The full article is worth a read but the advice can be summarised with two points.

1. Plain, clear writing is not dumbing your ideas down - make your writing easily readable, you might lose some nuance but your readers will get more from the piece.

2. Keep it simple. Build your narrative one idea at a time. Do not try to write a piece that covers your entire subject end to end. Small, easily digestible content is king.