The Most Important Writing Lesson Ever?

1) Reduce your message to its simplest, clearest, easiest-to-understand form.
2) Make it fun. Or sexy or interesting or informative.
3) Apply that to all forms of writing or art or commerce.

"When you understand that nobody wants to read your shit, your mind becomes powerfully concentrated. You begin to understand that writing/reading is, above all, a transaction. The reader donates his time and attention, which are supremely valuable commodities. In return, you the writer, must give him something worthy of his gift to you."

http://blog.stevenpressfield.com/2009/10/writing-wednesdays-2-the-most-important-writing-lession-i-ever-learned/