On Writing

What should good writing accomplish? Here are some of the indispensable elements.

_ You want to connect with your readers.
_ You want your message to be compelling.
_ You want your insights right out there where people can get at them.
_ You want your illustrations to sing.
_ You want your arguments to be persuasive.
_ You want your text to be clear, linear, accurate, true, and captivating.
_ You want all your structural elements, macro and micro, to serve the message.

This is what I aim to provide every client.