What makes a good writer?

Whether it's business writing, journalism, criticism, children's books, blogging, advertising copy, fiction or non-fiction, good writing seems effortless. It's easy to read and understand. It presents complex ideas in clear, straightforward tones.

In my three decades of writing and editing work, I've done all of the above--and more. I've written millions of published words. Each word I've written has taught me something. In all of them, I've aspired to create good writing.

The chief goal of good writing is to communicate. If it succeeds, it informs and enriches the reader's mind. It can enlighten, inspire, amuse, provoke and move the reader. Good writing brings the unknown into sharp focus, and embellishes the well-known with authority and clarity. It takes thought, instinct, wisdom, training and the ability to absorb, digest and express information.

We've all struggled with bad writing. We encounter it daily--in assembly instructions, in technical manuals, and in magazines, newspapers, blogs and documents. . .