Who will read it? What do you want to achieve? What points do you need to cover? Use the seven questions technique: what? who? when? where? how? why? how much?

Be direct and capture the reader's interest. Make them feel involved, anticipate their questions and get them interested.

Keep to the main subject, follow a logical line of reasoning, use informative headings and subheadings, use images, graphs or tables instead of text, write a good conclusion, etc.

Do not state the obvious, avoid ambiguity, opt for a straightforward and simple style, do not repeat yourself, and do not overload the text with redundant expressions.