Every successful piece of nonfiction should leave the reader with one provocative thought that he or she didn't have before. Not two thoughts, or five - just one. So decide what single point you want to leave in the reader's mind.
William ZinsserBe yourself and your readers will follow you anywhere. Try to commit an act of writing and they will jump overboard to get away.
William ZinsserYou can solve most of your writing problems if you stop after every sentence and ask: what does the reader need to know next?
William Zinsser