Communication is what the listener does
Before putting a word down, the most crucial element to think about is the audience.
This seems really obvious, right? Yet surely you have sat in a meeting where people tell everything in their mind, without giving a thought to how the others in the room might react.
Taking time to consider the profile of your audience and adapting the tone and detail of your message accordingly will significantly increase its impact. The basic question to answer before you start developing content is this: What do I want the audience to do, think or say afterwards?