Focus on Audience Benefits

Focus on the readers viewpoint and not the writer's. Make your statements on the "you" view (Your order will arrive, You can enjoy, Your ideas count). 

Focusing on your audience benefits will make your message more adaptable to the intended audience. 

(Reference: Guffey, M., & Loewy, D., & Rhodes, K., & Rogin, P.(2013). Business communication process and product. Adapting a Message to Its Audience, p.90)