As a salesman by trade, rapport is something that I am well versed in creating, though not necessarily in the written form. The point which strikes home to me the most is the first made in Greg’s: Don’t try to prove expertise, but let the reader (listener, in my experience with sales) know what’s important to them.

It’s all very self-gratifying to reel off everything you know about a product (or in this application, a subject) but the customer (reader) doesn’t particularly, in general, care. They want to know, going back to the sales metaphor, how a product will benefit them.

Again, another good post. Thank you Joanna.