Writing with Substance

(1) Never bury the lead. If your objective and the reader’s incentive are not obvious within the first few paragraphs, re-write them.

(2) Avoid circular and repeated points. “In other words,” you should just use those other words.

(3) Take inspiration from timeless style. Quotes, sayings, and maxims have a way of staying with you long after you’ve read them. Learn by their example rather than overly strict rules. You’ll only be able to write great sentences if you know what they look like.

(4) Be more than clear: be vivid. A selfless writer uses creativity to better illustrate his or her message. From the words chosen to the pictures painted through metaphor, the aim is to be vivid—a tricky blend of clear and imaginative.

(5) Structure cannot be an afterthought. How you structure a piece matters, as do the words that create the structure. The best writing pleases at a glance but...