This is a book I wish someone would have recommended to me 10 or 15 years ago. Oh well... (I just found it a few minutes ago on a shelf of free books in a laundry mat.) Anyway, here are the 3 "unvarying" principles from page 5: 1) NEVER write about a topic that you do not believe is worth discussing. 2) NEVER say anything as you write that you do not honestly believe. 3) NEVER use any of the rhetorical elements or devices we shall study unless they efficiently operate to let you say what you want to say to the reader you want to address in the simplest, most direct, clearest possible way.
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