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One of the most important guidelines for effective writing that I have ever seen is to know your audience. A lot of people take the attitude that more formal is better. Other people take the opposite attitude: the more like speech your writing is, the more effective it will be. In reality, neither of these is the case. Although writing instructors often have students write formal essays, this is not because the essay is necessarily the most effective writing for every situation. It is simply that, if you are called on to argue a point, being able to write formally is crucial. Similarly, if you’re writing a blog, you need to be able to write in a style that is at once informal and informative.