Don't hedge your prose with little timidities. Good writing is lean and confident. . . . Every little qualifier whittles away some fraction of the reader's trust. Readers want a writer who believes in himself and in what he is saying. Don't diminish that belief. Don't be kind of bold. Be bold.
William ZinsserUltimately the product that any writer has to sell is not the subject being written about, but who he or she is.
William ZinsserFew people realize how badly they write. Nobody has shown them how much excess or murkiness has crept into their style.
William Zinsser