Simon Lancaster
“Our propositions will appear far more attractive if they are anchored deep within our audience’s values and beliefs.”
The Craft of Research
“You will understand your own work better when you … try to anticipate your readers’ questions.”
Jonah Sachs
“Five deadly sins … in the story wars – vanity, authority, insincerity, puffery and gimmickry.”
William Zinsser
“Hard writing makes easy reading. Easy writing makes hard reading.”
Joseph Pulitzer
“Put it to them briefly, so they will read it; clearly, so they will appreciate it; picturesquely, so they will remember it; and, above all, accurately, so they will be guided by its light.”