"good writing must read like the author talking to the reader; and to read like that, it must be written like that. If the author has stopped in his writing for two minutes and has sat, thinking, with a vacant look on his face, then the reader is bound to feel it somehow. There is nothing on paper to show this interval, but it's there nevertheless, disturbing the communication between their minds like static. It's as if a speaker should suddenly stop talking and treat his audience to two minutes of utter silence while he is thinking of what to say next.
This sense of the writer talking without a break to his reader, this invisible mark of an easy flow of words is the most important thing there is about writing. It is there and will come through if you know what you are going to say beforehand and put on paper in one go, simply talking to your reader on paper; it isn't there if you write in any other way. It cannot be faked; and there is no substitute method of writing that will have the same effect."
Rudolf Flesch - How to write, speak and think more effectively
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