Ultimately the product that any writer has to sell is not the subject being written about, but who he or she is.
William ZinsserBut nothing has replaced the writer. He or she is still stuck with the same old job of saying something that other people will want to read.
William ZinsserAll your clear and pleasing sentences will fall apart if you don't keep remembering that writing is linear and sequential, that logic is the glue that holds it together, that tension must be maintained from one sentence to the next and from one paragraph to the next and from one section to the next, and that narrative - good old-fashioned storytelling - is what should pull your readers along without their noticing the tug.
William Zinsser