Aristotle - " To write well ..."

Aristotle (384 BC - 322 BC) - the ancient Greek philosopher and scientist, one of the most important intellectual figures of Western culture; he had a significant influence on the later Christian scholastics, the work of thinkers of the Islamic world and some philosophies - for example the objectivist philosophy (link).

To write well, express yourself like the common people, but think like a wise man.

Ergo?

The best way to "sell" your ideas is to:

1) have good, constructive, useful and true wisdom to share;

2) have some idea how to communicate it in most clear, engaging and memorable way;