Excellent post. The question is how to learn how to communicate to a general audience. I imagine it takes practise moreso than study, and that most books would only provide insights into one aspect of the problem while ignoring others. But some that come to mind are: Pinker's Sense of Style, some of edge.org The Oxford Book of Modern Science Writing. It also might be useful to attempt to reverse-engineer the writing of people like Richard Feynmann or Oliver Sacks, or the speech of people like Bill Nye, Karl Kruszelnicki, etc. Also, the principles of science communication are probably fairly related to the principles of all nonfiction communication so one could also look further afield.