Who is your target market both demographically and in terms of psychographics?
Can you put a name to your primary target market, your secondary target market and your tertiary target market?
If you do not know who these people are, you are writing and designing by "throwing both up against the wall to see if it sticks."
Really understand the pain, fear of being in pain, the impending event they want to be ready for, and the goal they can not achieve on their own.
What are the under-lying causes of these, and what is the personal impact they make on this person you are writing and designing for, to solve their problems? They are always problems.
You can chart them on a mind map. When you get that clear about who you are reaching with your writing content and design, you are ready to make award winning content and design.
Once you do, you will know what to write about and how to write about it, and you will plan your design accordingly in the planning of this content. I hope this helped. I find cost over-runs can be avoided by a thorough market research phase, before designing and writing. Just my two cents. Thank You for asking the question.