Determine who your audience will be. List specific characteristics, lifestyles, interests, pursuits and values of that audience. If you have more than one audience, make two lists and see where similarities intersect.
Think carefully about your topic. Ask yourself how much your audience is likely to know about the subject. Decide how much background or introductory material will be necessary to acquaint them with the topic and how much explanatory material will be necessary throughout the work. Research and plan accordingly.
Determine a style or voice. Choose between casual, formal or scholarly depending on your audience. Use your list of audience characteristics, your topic and purpose for writing to determine the best style for presenting your ideas.
Select friends or family members representative of your target audience for feedback, suggestions and criticism. Ask them to answer questions such as, "What is your first impression as you read?" "Does it appeal to you?" Listen carefully to their reactions and feedback to determine if your goal has been met with your target audience.