Every 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 ZinsserToday the outlandish becomes routine overnight. The humorist is trying to say that it's still outlandish.
William ZinsserDonโt try to visualize the great mass audience. There is no such audienceโevery reader is a different person.
William ZinsserYou can solve most of your writing problems if you stop after every sentence and ask: what does the reader need to know next?
William Zinsser