 One of the big mistakes writers make is drafting a message before considering who is actually going to read it. Spending time now with getting to know your audience will increase the chances that your document gets the attention it deserves. Once you know something about your readers, figure out why you're addressing them. Most professional documents are written to motivate action. You write a resume and cover letter to encourage someone to hire you. You write a web page so that customers will flock to your products. In short, what do you want your reader to do? That desired outcome must be your main point and everything else should be organized around it.