The 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 ZinsserNot everybody has a talent for painting, or for the piano, or for dance. But we can write our way into the artist's head and into his problems and solutions. Or we can go there with another writer.
William ZinsserGood 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 Zinsser