Identify what your writing should accomplish, what kind of person you want to write to, and which writing tools will best accomplish these goals.
Writing is for sending.
We may want the reader to do a number of things. Act a certain way. Vote for this candidate, buy these blue jeans, send canned peaches to Africa, save water by taking shorter showers, report child abuse, quit smoking, hug your kids. Think or feel a certain way. Thinking and feeling frequently leads to action, so it can be hard to separate them.