Before you write your document, spend some time thinking about your reader.

Consider their passions and concerns, their situation and pressures, and the decisions they need to make or or the tasks they need to perform.

When you think from the readers perspective, you’ll be able to make a reasonable guess about how they will receive and react to your message.

That knowledge, even though it is a guess and is unsure knowledge, can inform the way you select content. It will help you decide what to include and what you’ll leave out. It will also guide how you organise your document. You can design a flow of argument that will resonate with your readers.

And you may be able to pre-empt questions and objections and address these before negativity become settled in your readers’ minds.