1. Who are you writing for? [audience]
Think about the audience you wish to target. What do they want? What do they need? What makes them care? What do you want them to do? What happens if they don’t do anything?
Know who you are writing for and tailor your messages accordingly.
2. What is your purpose? [aim]
Only after you have identified your audience and your aim can you produce writing that is clear, efficient, and results in desired outcomes.