3) The audience needs to like the Письмо and/or find it useful (depending on the type of writing)
If one doesn't have all three, one cannot be a good writer. Note, though, that a writer's audience could be the writer herself. So, if one writes and that one is Письмо for herself, then that one is a good writer if that one likes the writing, no matter what anyone else thinks (because in this hypothesis, others are not the audience).