We know that skill in writing varies from person to person. Some people simply are better writers than others are. However, while everyone may not be exceptionally talented in the art of writing, most people have informative things to say and should be heard. Careful crafting and honing of one's material can offset deficiencies in writing style. All prospective authors should have their work reviewed by colleagues, both in and out of the library field, to catch grammatical mistakes, to prevent the use of jargon, and for clarity of phrasing.
Content is the other element.
One should write about something one enjoys and finds interesting. If the topic isn't interesting to the author, it probably won't be interesting to the reader. Writing an article takes a lot of work, and the author should write with the anticipated joy of sharing findings with the larger community because of his or her belief in the value and worth of the research or project the proposed article discusses. However, one needn't undertake massive research to have something to publish. Indeed, the belief that empirical research and theoretical articles are the 'best' kind of articles sometimes causes librarians to think that they do not have anything to contribute.