They sit down to commit an act of literature, and the self who emerges on paper is far stiffer than the person who sat down to write. The problem is … - William Zinsser

Ultimately the product that any writer has to sell is not the subject being written about, but who he or she is.

the self who emerges on paper is far stiffer than the person who sat down to write.

"Writing can be taught or learned in the vacuum. We must say to students in every area of knowledge: "This is a how other people have written about this subject. Read it; study it; think about it. You can do it too.

Can (...) principles be taught? Maybe not. But most of them can be learned.

The most important sentence in any article is the first one. If it doesn’t induce the reader to proceed to the second sentence, your article is dead. And if the second sentence doesn’t induce him to continue to the third sentence, it’s equally dead.