Read: The Craft of Argument
Rhetoric is a craft that seems to be the natural talent of some, most (including myself) have to train to achieve any level of proficiency. Williams and Colomb's textbook The Craft of Argument is a wonderful complement to Williams’ Style – Lessons in Clarity and Grace and Booth, Colomb and Williams’ The Craft of Research.
While the Craft of Research shows how to structure, plan, and execute the more general task of pursuing one's research, The Craft of Argument advises on how to structure, plan, and write one's articles (or report, or books …), and Style, finally, advises on how structure, plan, and write single paragraphs and sentences.
Good, persuasive and ethical writing is a hard task. This task is somewhat alleviated by Williams and Friends. Their textbooks are always a pleasure to read adducing evidence that they master[ed] their craft.