There are two elements in writing well. First, you want to make sure you write clearly. What good would it do to write something if it did not communicate to your reader what you intended to communicate? Second, write creatively. You have excellent ideas that must be shared with the world. Make sure you say them clearly, then try to say them with such passion that the reader must take up your ideas.
To write clearly is a matter of structure. Are your ideas being presented in a logical manner? Can the reader follow your reasoning easily? Don't cause a quizzical expression on his face. Read through your work until every sentence clearly states what you want it to.
To write creatively is a matter of style. Are you writing in a manner appropriate for your audience? Will the rhythm of your sentences bore your reader or underscore your passion? Mix it up. Begin sentences in different ways. Add adjectival and adverbial clauses. Don't let the reader lose interest.
Good writers have an ability to balance both elements. Readers know clearly what the author is saying, but are pleasantly surprised by the way the arguments are presented. The reader knows where the writer is taking him and he enjoys the trip.
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