Think of writing as a conversation.

Laurence Stone, an 18th Century novelist says "Writing is a different name for conversation."

Good writer speack or their lips move when they write.

Writing is a personal process, so maybe it's appropriate that the three main elements all start with the letter "I". They are:

1. Information--words are symbols for what we learn.

2. Importance--that is, what is significant (which we often find in the insignificant details).

3. Interest--if it affects the reader, it has passed the test.