Know your audience
This is true for all types of writing; know who you're writing for. You can stress the unique characteristics of your product/solution that address specific complicated issues if you're writing for executives who are typically decision-makers with basic expertise, for example. However, if it's an instruction manual, you'll need to provide a list of instruction steps and fundamental language for the product's end-user. You may develop a character to help you understand your reader by guiding you through the fundamentals.
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