This document provides guidance on writing effective business messages by knowing your audience. It discusses the importance of understanding whether the audience is known personally or unknown. For unknown audiences, there are generally two types of readers - skimmers who need key points upfront, and skeptics who require evidence to support claims. The document also offers tips on getting to the point, keeping it simple, using active and passive voice appropriately, determining content, and organizing information to meet both skimmer and skeptic needs. Testing the message against audience expectations is recommended.
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