The defining elements of content and structure.
Writing is a craft, and some people are naturally predisposed to, even gifted in, superb writing.
Yet even critically acclaimed authors suffer bouts of writer's block, when it seems the content must be wrested from the mind and heart. However, there are certain processes and mindset management devices that can help any writer improve his or her skill. Otherwise, you'll flounder from issue to issue, and rarely will you end up with a coherent, meaningful piece. Write a sentence or two that encompasses the point or key message of your communication. Do not paralyze yourself by editing this sentence ad infinitum.