Do you have a good understanding of your audience?
When I went to write a booklet aimed at modern skeptics, it ended up looking something like this...Buddhism For The Modern Skeptichttp://www.dhammawiki.com/index.php?tit ... rn_Skeptic
And when another Dhamma Wheel member Stefan, looked to prepare something, his work ended up looking like thisWikipedia: Outline of Buddhismhttp://en.wikipedia.org/wiki/Outline_of_Buddhism
The more generic your audience, the more I agree with Dan's fine suggestion above...
"Do not force others, including children, by any means whatsoever, to adopt your views, whether by authority, threat, money, propaganda, or even education." - Ven. Thich Nhat Hanh
"The uprooting of identity is seen by the noble ones as pleasurable; but this contradicts what the whole world sees." (Snp 3.12)
"You've got to focus on what's really worthwhile in life, which means resisting a lot of the currents in our culture" (Thanissaro)