• If you don't start with a clear destination in mind, expressed in the form of a headline or tweet, you're likely to waste a colossal amount of time. 
• If you can't sum up what you're saying succinctly at the end, you're really in trouble.
• The ideal tweet absolves the reader from reading further.
• Summarize the company's business on the back of a business card.

Writing well is an iterative, time-intensive process. 

Two conclusions follow from that truth:

The good news is that it's perfectly fine if your initial draft is garbage (in screenwriting this is memorably called 'a vomit draft'). That's normal. The bad news is making it great, while possible, is going to take much longer than you probably expect. 

 If you don't start with a destination in mind you're going to spend a whole lot of time wandering around on the page looking for your point? Too often writers groping around for something to say then fail to cut out all the evidence of that groping afterwards. The result is unfocused, overlong writing.

The final draft shouldn't mimic the path you took to come up with the idea. Instead, start the piece with a conclusion and make your best case.

Are they an 'unruly mob' or 'patriots'? Perhaps neither--just call them by their name. Argue the other side of every word, at least to yourself. Learn more about bias here.

It's important to avoid unintentionally offending people with a poorly thought out word choice, but scrutinizing your text for bias also helps you root out your own unexamined biases and think more logically, which can only be good for you and your business.