Here's one of my favorite "tricks of the trade" when it comes to writing. I create my audience from a composite from bits and pieces of the real people who engage with the product or service. From those seemingly random facts, I concoct a 3-D, multi-faceted person.
I literally can picture them in my head. I know enough about their job and their lives to be able to relate to them.
If you have a picture of your client in your head before you write, your article will be more focused, have better examples and be more relevant to your reader.