Audience (from Writing Tips for Non Writers, Feb. 25, 2012)

Your audience is decision-makers.

Talk to them like they are embodied in one person who grew up next door to you and became chief of police of New York City.

Do some homework. Understand what motivates that person, where she goes next, what persuades her, what facts and news is important to her.

She deserves respect, wants you to be warm, get to the point, get enough of her attention quick enough that she can consider next steps based on what you say.

And another thing.

Decision-makers rise and fall on the good ideas they can, not only use, but explain  how those ideas are useful to their constituencies.

And another

You're also addressing people who want to be decision-makers, and people looking for good ideas to bring to decision-makers.