As a writer, you have the challenge of communicating without feedback and without the benefit of voice characteristics, facial expressions or body language. Wow! That really changes the rules, doesn't it?

What this means is you have to understand your readers and anticipate their reactions to each and every word you write. You need to make your words come alive in the readers mind to compensate for their inability to hear your voice or see your body. More on this in a few moments.

Okay, so you want to write something, what is one of the first things you need to do (no not pick up the pen)? You must determine the desired outcome ... that is, figure out what it is you are trying to accomplish. Sure this seems basic, but how many articles, white papers, e-mails, letters even advertisements have you seen that have no focus or direction? It's like the author just sat down and threw up on the paper. Bottom line, determine what you want to accomplish. Are you trying to convey an idea, influence decisions, convey information or move people to action? How will this influence your message? You need to decide on your desired outcome right up front.

The next question you should consider is "who is your audience?" What I mean is, you need to ask these questions: "What are my reader