Good writing focuses on the subject, not on the writer . Most writing will be more emphatic if the writer focuses primarily on the subject. Good writing modifies the organization, content, and style to meet the challenge of the specific audience. The best writers consider carefully the audience they are addressing and then prepare a strategy for the best possible reception of their message. It sounds tough, but all it takes is thinking and planning.
Good writing is simple, clear, and direct.
Simplicity, however, does not mean simplistic or boring. It means, rather, that the audience exerts little effort in understanding what the writer has written. Excellence has the appearance of ease even though a lot of effort has gone into making it appear easy. Good writing uses the paragraph as the unit of composition. Many writing problems occur because the writer has a faulty concept of the paragraph.