The point is, writing well, even an ordinary letter or a well-considered e-mail, demands the generosity of your time, effort, and thought. You have to care enough that it’s worth your energy, weighing that cost against the cost of not doing it.

Find a subject you care about and which you in your heart feel others should care about [italics mine]. It is this genuine caring, and not your games with language, which will be the most compelling and seductive element in your style.