Many writers treat writing like finger painting. There are no rules. Just express yourself. If it came out of you, it's perfect.
But nonfiction doesn't work that way.
Every sentence you write tells readers what kind of person you are.
- Easy to follow, or hard?
- Open, or distant?
- An expert with something to share, or an amateur with a ChatGPT subscription?
Aristotle called this your ethos. Over time, it hardens into your reputation.
Ignore the reader, and you lose more than their attention. You lose their trust.
Writing isn't finger painting. It's an economy, where readers trade their attention for something of equal value, and it comes with one rule you cannot break.
This video explains that rule, how to write clearly without dumbing it down, and the two problems that stop writers from connecting with readers.