The golden rules to write by start here:
1. When you sit down to write, there is only one important person in your life. This is someone you will never meet, called a reader.And go straight uphill... Click, read and learn. bk
2. You are not writing to impress the scientist you have just interviewed, nor the professor who got you through your degree, nor the editor who foolishly turned you down, or the rather dishy person you just met at a party and told you were a writer. Or even your mother. You are writing to impress someone hanging from a strap in the tube between Parson's Green and Putney, who will stop reading in a fifth of a second, given a chance.