Therefore ask yourself some basic questions before you start.
For example:
- "In what capacity am I going to address the reader?" (Reporter? Provider of information? Average man or woman?)
- "What pronoun and tense am I going to use?" "What style?" (Impersonal reportorial? Personal but formal? Personal and casual?)
- "What attitude am I going to take toward the material?" (Involved? Detached? Judgmental? Ironic? Amused?)
- "How much do I want to cover?"
- "What one point do I want to make?"
[...] Every writing project must be reduced before you start to write. Therefore think small. Decide what corner of your subject you're going to bite off, and be content to cover it well and stop.
[...] As for what point you want to make, every successful piece of nonfiction should leave the reader with one provocative thought that he or she didn't have before. Not two thoughts, or five—just one. So decide what single point you want to leave in the reader's mind. It will not only give you a better idea of what route you should follow and what destination you hope to reach; it will affect your decision about tone and attitude. Some points are best made by earnestness, some by dry understatement, some by humor.
William Zinsser, "On Writing Well. The definitive Guide to Writing Nonfiction"