Writing should never be strictly about itself. Writing should always be about sharing something that matters. It should involve information that is worth communicating or ideas that are worth spreading. Even the most artful poetry will lack power if it’s all style and no substance.
In a society that’s obsessed with appearances, it’s easy to become only concerned with life’s surfaces. In the world of writing, this means it’s ever so tempting to just worry about using sophisticated rhetoric and clever stylings without giving thought to the substance of a communication. There is a huge output of writing that’s all style and no substance these days. But good writing is more than nouns and verbs, more than grammar and composition. I mean, think about this: the best writing has so much substance beneath and beyond its language that it’s worth translating into other ones.