Good writing follows a system. Mediocre writing doesn't.
When you know the system, your writing works. When you don't know it, you'll wonder why your writing sucks.
One fundamental rule is the pattern Noun followed by a Verb – "He said". "Jim raged". "Jane shone".
The above examples may sound a little Janet and John Kindergarten, but they work every time no matter the context or demographic.
Only when you've mastered good writing can you confidently master great writing.
More 'rules' coming up soon in the Science of Copywriting Facebook group.