I never expect my writing to turn out well the first time. First I outline my writing and brainstorm. Then I word vomit until I've made something that feels like junk. After a thorough editing 3-5 times, I have different people read it and give me advice. I also have specific questions for my reader. These questions tend to see what the reader gleaned in relation to my message and the goal behind the piece. More edits until the people that read it struggle to come up with ways to improve it. Also, don't be afraid to start from scratch (even after working for a while on a piece). I rewrote my PS many times...