Once you’ve decided who, ask yourself why? Why am I writing? What do I want the audience to do or think after they read my writing? Your purpose is the goal, the target of your writing. If you want your audience to have background on a topic (background for an annual shareholders’ meeting, for example), then give facts. Facts are the building blocks of informational writing. If, however, you want to persuade the reader, you must support those facts with reasons and evidence—the mortar that cements facts into a persuasive structure. If you want your boss to buy a new piece of equipment, you’ll need to show why the purchase should be made. Giving facts such as the equipment’s specs and stats might be good for background, but they are not enough ...
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