When I write something for a business:

I must focus on that business and not myself (customer focus). The business doesn’t want to hear my talk about myself. The business wants to hear what I can do for it.

I must acknowledge the business’ needs and explain the benefits of my solution to meet the business needs. A feature list without any benefits is just a list of cool things; you still have to explain how the cool things will benefit the business by solving its problem.

My writing must address one, or more, different types of people who are hungry for my solution to their problem. (This is what Ubersuggest and others call a “target audience,” because I guess Ubersuggest aims lasers at the assembled anonymous crowd.)