It is very hard for most people to write effectively, unless they've dedicated conscious effort to learning to do so. We've worked with brilliant scientific and technical people who do not communicate their ideas well: https://seliger.com/2017/03/28/write-scientific-technical-gr....

This: https://seliger.com/2017/08/21/grant-writing-help-series-put... is about one example of effective non-fiction persuasive writing like scientific and technical grants: "Put the most important thing in the first sentence." By the way, the whole Dave Barry interview is worth reading: https://medium.com/conversations-with-tyler/tyler-cowen-dave..., although most of it doesn't seem to be immediately on topic.