Good writing has an aliveness that keeps the reader reading from one paragraph to the next, and it's not a question of gimmicks to "personalize" the author.
William ZinsserWriters must constantly ask: what I am trying to say? Surprisingly often, they don't know.
William ZinsserKeep your paragraphs short. Writing is visual - it catches the eye before it has a chance to catch the brain.
William ZinsserPeople and places are the twin pillars on which most nonfiction is built. Every human event happens somewhere, and the reader wants to know what that somewhere was like.
William ZinsserTips can make someone a better writer but not necessarily a good writer. That's a larger package - a matter of character. Golfing is more than keeping the left arm straight. Every good golfer is a complex engine that runs on ability, ego, determination, discipline, patience, confidence, and other qualities that are self-taught. So it is with writers and all creative artists. If their values are solid their work is likely to be solid.
William Zinsser