1. As Billy Collins said (??), keep the mystery mystery and the real real. This is something like what he said, anyhow. Basically, do not describe in great metaphor or imagery tying a shoelace.
2. Begin in Kansas, end in Oz. Is also something Billy Collins says. That is, start in the mundane/ordinary and you can lead them to the magical/zany/wondrous.
3. Imagine someone is not committed to reading yet. You are their initial entry. Make it welcoming.
4. Imagine you are waking someone up by what you are writing. Don't turn the lights on all at once. Be gentle. Use simple sentences. Use words that make sense.
5. Tell them the truth. We all deserve it.
6. Don't waste their time. Don't tell them things they already know. Tell them things that are interesting.
and more.
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