Start with your goal. What are you trying to achieve?. Reframe. Put your reader into it. Why does it matter to them?. Seek out data and examples. Personal experience builds connections. Find other credible sources. Organize. Lists, how-to guide, client narrative. Write to one person. Put your reader in the story. Help them recognize and relate to an issue. Ugly first draft. Write as if no one will ever read it. Walk away. Rewrite. Swap places with your reader. Give it a great title. Have someone else edit. Check readability. Is it inviting and easy to scan?. Short paragraphs. Bold sub heads. Number or bullet lists. Publish. Answer one more reader question: what now?