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 ZinsserNever hesitate to imitate another writer. Imitation is part of the creative process for anyone learning an art or a craft. Bach and Picasso didn't spring full-blown as Bach or Picasso; they needed models. This is especially true of writing.
William ZinsserEvery successful piece of nonfiction should leave the reader with one provocative thought that he or she didn't have before. Not two thoughts, or five - just one. So decide what single point you want to leave in the reader's mind.
William ZinsserProbably every subject is interesting if an avenue into it can be found that has humanity and that an ordinary person can follow.
William Zinsser