Here’s some excellent (if basic) advice to anyone who is crafting a communications piece, from Chris Brogan, who says you should first ask yourself:
Is this a conversation or an announcement?
What is the message? (or my initial position, if a conversation)
Is it clear, simple, easy to convey?
Who is my audience?
What are they bringing with them? (Are they biased? Preoccupied?)
What are their motives? What do they want out of this interaction?
Does my message have easy “handles,” so that they can carry it away with them?
How will I be sure they take the message with them when they go?
Hat tip to Dave Gray at Communication Nation.