While writing can be very powerful and useful in helping to develop and clarify our ideas, we often write to communicate our thoughts to other people.
The text we generate is for consumption by others.

We may be communicating instructions or requirements, or perhaps inviting others to engage with us in our thinking.

Strive to achieve both clarity and contact.

Clarity is about making sure your reader picks up your intended meaning without modification. Usually the best way to do this is to write plainly. Use familiar and simple words. And just have one idea in each sentence.

Contact is about conveying to your reader the importance of your message, so they make an effort to get their head around what you are saying and then take appropriate action. To do this, get to know your reader well. Learn about their circumstances and what’s important to them.