Knowing to whom you are writing will help you determine the tone and content of your document. If you’re not exactly sure who your audience is, ask yourself who you are writing the document for or who is most likely to benefit from what you are writing. If you are writing with the intent of selling a product or service to someone or promoting a cause, you may want to ask yourself: What age are my intended readers? What’s their background? Where do they live? What stage of life are they in? What are their interests? What is important to them? These and similar questions will help you to target and write to your audience.
As you write, do be careful of technical and other jargon, acronyms, and abbreviations. Unless you are writing for a very specialized field, it is best to avoid jargon and to spell out acronyms and abbreviations on their first use. No matter your audience, you generally don’t need to be overly stuffy or formal; a normal, conversational tone will usually do the job.