“Beware of security as a goal. It may often look like life’s best prize. Usually it is not.” — RIP William Zinsser.

“Ultimately, the product any writer has to sell is not the subject being written about, but who he or she is,” Mr. Zinsser wrote in “On Writing Well.” He added: “I often find myself reading with interest about a topic I never thought would interest me — some scientific quest, perhaps. What holds me is the enthusiasm of the writer for his field.”

...“Abraham Lincoln and Winston Churchill rode to glory on the back of the strong declarative sentence,” he wrote in “Writing to Learn: How to Write — and Think — Clearly About Any Subject at All” (1988)..."

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http://www.nytimes.com/2015/05/13/arts/william-zinsser-author-of-on-writing-well-dies-at-92.html?ref=obituaries&_r=0