Does scientific writing has to be impersonal, dispassionate and dry or intimate, emotional and engaging? The choice is yours, and, in case you find that style may help deliver your argument or highlight a problem, Helen Sword has a few suggestions to get you going. Choosing titles both appealing and informative, hooking up your readers with personal stories or a challenging question, controlling your voice and word choice, crafting visual aids and exploring your conclusions by rich language tools - Sword’s book offers the multiple ways of making sure your readers get your point while enjoying reading your oevre. This is a useful, enjoyable book with many suggestions and multiple examples. It is, perhaps, of the similar level as Schimel’s "Writing Science", though with a somewhat narrower scope. Definitely worth of my Recommended reading list.