A writer should cultivate a clear and simple style. Writers who attempt to dazzle with impressive-sounding words or complicated sentence structures disrespect their readers and obfuscate the contents of their writing. They make people wonder, justifiably, whether their affected style might serve to conceal the poverty of their ideas and the invalidity of their arguments. Writers who are worth reading can attract your attention and hold your interest by the sheer force of their insight: expressed powerfully in clear and simple language.