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Who is your target audience and what do they want? This is the question you need to ask yourself - and answer - before you even put a single thought onto the page. The audience you are writing for will not only influence the content you provide but will also alter the style in which you write it.
Are you writing articles for a little league baseball team?
The style you use as well as the words will be drastically different than if your client is a lawyer or an engineering firm.