Before you begin writing anything, you need to decide who you are writing for. And that decision needs to be clearly reflected in both the headline and the content of your piece.

Better” Clarity: If everyone else’s opinions are murky, disorganized, or unnecessarily complicated, you have an opportunity to make things simple for readers. What really matters here? Why? And how can you say it in a way where a single sentence rings louder than an entire essay on the topic?

bring things back to the reader’s wants, needs, and desires. At no point should your story or “for context” information equal or exceed the amount of time you spend talking about the reader. The vast majority of anything you write should be directed to answering your target reader’s questions, or giving them valuable insight that will move them one