Chapter 16 talks about picking up a writing style, because you may not interact with your readers, so the only way your reader can form an opinion about you is threw your writing and most often then not people want to be though of as smart and be listen to, so in the end it comes down to how good of a writer you are and if they trust you or not. Is your information worthy of there time to read? Understand your topic as best you can, become an expert in what you are writing. Write with as much confidence as you can, own your topic. Make what you are saying as clear as you can to the reader don't make them work to hard to try and figure out what you are saying. Use different voice in your paper with out being confusing to reader add quotes from other writers to add more evidence to your paper. In the end polish up your paper by looking as sentence patterns and make the paper flow as much as possible. Avoid sexiest words that may be harmfully to the reader speech with correct wording and English grammar. I don't read as much as I should but, to become a better writer you need to read and see how other writers doing so.