As in every successful endeavor, you must KNOW YOUR AUDIENCE!. This has been true for virtually every profession from snake-oil salesmen, con artists, stand-up comedians, and even to titans of industry. Imagine a stand-up comic presenting their R-rated material at a birthday party for a 7-year old child, or a whaling firm executive discussing the merits of different processing techniques to a Greenpeace convention. I suspect those could be uncomfortable moments.
The writing profession is no different - you must know to whom you are writing, why you are writing to them, why they are reading what you are writing, and how you want them to receive your communication. Chapter 3 in the textbook covers this requirement in exhaustive detail with numerous examples and detailed rationale.
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