business writing

Clear thinking becomes clear writing; one can’t exist without the other.

It’s impossible for a muddy thinker to write good English. He may get away with it for a paragraph or two, but soon the reader will be lost, and there’s no sin so grave…

On Writing Well, William Zinsser

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

I often find myself reading with interest about a topic I never thought would interest me... What holds me is the enthusiasm of the writer for his field.

How was he drawn into it? What emotional baggage did he bring along? How did it cha