9Let’s get one thing straight from the very outset. The aim of this chapter is not to impart some kind of magic formula that will transform you into an Ernest Hemmingway, Evelyn Waugh or Salman Rushdie. The aim of this chapter is, quite simply, to give you good advice on how to write and structure articles that are clear, engaging and will make people want to read them until the end. This does not just apply to those whose profession it is to write, but to everyone in all lines of business. You cannot get an idea or a pitch across to an audience successfully unless you have the ability to tell a good story.