Writing improves in direct ratio to the things we can keep out of it that shouldn't be there.
William ZinsserThe most important sentence in any article is the first one. If it doesn't induce the reader to proceed to the second sentence, your article is dead. And if the second sentence doesn't induce him to continue to the third sentence, it's equally dead.
William ZinsserNobody told all the new e-mail writers that the essence of writing is rewriting. Just because they are writing with ease and enjoyment doesn't mean they are writing well.
William Zinsser