Avoid the ecstatic adjectives that occupy such disproportionate space in every critic's quiver - words like "enthralling" and "luminous."
William ZinsserYou must find some way to elevate your act of writing into an entertainment. Usually this means giving the reader an enjoyable surprise. Any number of devices will do the job.... These seeming amusements in fact become your 'style.' When we say we like the style of certain writers, what we mean is that we like their personality as they express it on paper.
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 ZinsserThere's no subject you don't have permission to write about. Students often avoid subjects close to their heart ... because they assume that their teachers will regard those topics as 'stupid.' No area of life is stupid to someone who takes it seriously. If you follow your affections you will write well and will engage your readers.
William Zinsser