Many people find it difficult to start the writing process. Obviously it helps if you're well prepared and have done thorough research. But even then it's sometimes hard to get a slant and introduction that will appeal to your audience.

We all have our own individual methods  I often use a stream of consciousness first draft. In this draft, I concentrate on what I want to say to get the content out of my system. In my next draft I look at what I've written from two perspectives — Does it work from the reader's point of view? and How can I improve the writing?

If I'm lucky, my first draft will be reader-focused and the rewriting will be straightforward. I'll mainly tighten my sentences by removing all the waffly, unnecessary words that invariably creep into my first draft.

But at other times my writing fails my 'reader' test. Then I'm best to put it aside, preferably overnight, so I can approach it again more objectively. Sometimes I'll ask someone to read it for me. Often, it's a structural issue and my main ideas will be buried in the middle of the text.

Even once I've got the structure and flow right, my first paragraph often needs more work, especially with press releases and feature articles. So I rework my first paragraph at the end.

Tips:

1. Be well prepared before you start writing.
2. Do the PAKO exercise - What is your purpose? Who's your audience? What are your key messages? What outcome do you want to achieve?
3. Write a plan - use a mindmap, jot down key points etc.
4. Write a stream of consciousness first draft.
5. Write the body of your document first and then return to the first paragraph.
6. Pretend you are talking to your neighbour who’s only interested in the main points. Or you have one minute to explain the situation to your boss.
7. Close your eyes and picture the person you’re writing to. How would you approach the subject?
8. Imagine you’re writing for the smartest person you know, then you’ll be positive and not condescending.
9. Imagine you're writing for the dumbest person you know, then your writing will be clear and unambiguous.
10. Set reasonable and attainable time limits for yourself, e.g.15–30 minutes, and just write about the subject.
11. Look at past examples of your own or other people’s work – but don’t get trapped by these examples.
12. Go for a walk and clear your head.

Further reading
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Make numbers manageable
What is irony?
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