Ultimately the product that any writer has to sell is not the subject being written about, but who he or she is.
William ZinsserGet people talking. Learn to ask questions that will elicit answers about what is most interesting or vivid in their lives. Nothing so animates writing as someone telling what he thinks or what he does - in his own words. His own words will always be better than your words, even if you are the most elegant stylist in the land.
William ZinsserNo one has something original or important to say will willing we run the risk of being misunderstood; people who write obscurely are either unskilled in writing or up to mischief
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