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Find a subject you care about and which you in your heart feel others should care about [italics mine]. It is this genuine caring, and not your games with language, which will be the most compelling and seductive element in your style.
The point is, writing well, even an ordinary letter or a well-considered e-mail, demands the generosity of your time, effort, and thought. You have to care enough that it’s worth your energy, weighing that cost against the cost of not doing it.
It is this genuine caring, and not your games with language, which will be the most compelling and seductive element in your style.11
