When I was younger, I suffered from what one American writer called the “spaghetti” effect – like the Italian noodle, your writing wanders from here to there, without any clear flow or objective. Why’d this happen? My disorganized thoughts led to disorganized writing.
Since we’re almost always writing for some sort of “audience,” we should view our writing as another form of Strategic Communications and Effective Messaging. Here’s my Four-Step Jordan Formula:
1) WHO exactly is my audience? Why are they my audience? Why would, or should, they read this? What can they learn from it? Or in what way could they benefit from it? Or else, why care?
2) WHAT exactly do I want to write? What point, or argument, will I make? What idea do I propose? What story do I want to tell? What “core message” will I deliver, directly to their heart, or to their mind? What’s the one thing they MUST remember from what I write?
3) WHY EXACTLY do I want to make this point, or argument? Why exactly do I want to deliver this message? Why exactly would my audience find this point/argument/idea interesting? Or important? Or, ideally, both interesting AND important? Why should they read this story? Why exactly must they remember this or that “core message”?
To answer this essential question, here's a one-sentence, critical-thinking filter: “My reader/our audience should find this piece of writing interesting, at least, because …” WHY exactly should they? Finish this sentence! This even helps us make the case for why we should even write this!
4) HOW exactly do I want to make this point or argument? How exactly do I want to propose this idea, or deliver my message? Supported by which facts, evidence, details, examples, anecdotes, insights, etc.? Likewise, how exactly do I want to tell this story? Why that way?