Rhetoric – While words might be the building material, the writer has to sense how to use them. Just like good building material can be wasted without a plan, if the words do not flow in a manner thats interesting to others, their reason for existence is lost.
Imagination – What makes the written word interesting is not just how it is written, but what is written, and this is where the mental wanderings of the writer come into play. While its definitely possible to make the oft repeated tale interesting, a new thought definitely has the advantage in holding the reader’s attention.
Translation – The wandering can throw up several images for the writer to use, but if they are not translated properly into the written form of expression, they are wasted. The success of the written piece depends on the clarity with which it is communicated to the reader.
Introspective – The writer should be open to introspection, becuse more often than not, the best ideas are within. And not just the ideas, but the words of expression and all of the final text. For if an idea is given to a person, so is the power to fulfil it.
Non Subjective – It is often debated that the writer writes for self expression, and the views of the reader have only so much value. I, for one, would love to get the perspective of the reader too, and therefore, when writing , view the written word from a vantage point that i think the reader would have.
Gripping – fiction, non fiction, humour, drama – whatver be the context and content of the writing, it should be able to holdthe reader’s attention. If its through a new idea or perspective, great, if not, at least through the way in which it is presented. For if the interest wanes, then the purpose is defeated.

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