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 ZinsserReaders must be given room to bring their own emotions to a piece so crammed with emotional content; the writer must tenaciously resist explaining why the material is so moving.
William ZinsserThe secret of good writing is to strip every sentence to its cleanest components. Every word that serves no function, every long word that could be a short word, every adverb that carries the same meaning thatโs already in the verb, every passive construction that leaves the reader unsure of who is doing whatโthese are the thousand and one adulterants that weaken the strength of a sentence. And they usually occur in proportion to the education and rank.
William Zinsser