SMOOTH WAY WITH WORDS:
The simplest thing can be said in so many ways. The author takes a not so simple topic and spits it out so elegantly and understandable. Take this excerpt for instance:
"The original Asian success story, Japan rode one of the great speculative stock and property bubbles of all time in the 1980s to become the first Asian country to challenge the long dominance of the West. But the bubbles popped in the late 1980s and early 1990s, and Japan fell into a slow but relentless decline that neither enormous budget deficits nor a flood of easy money has reversed."
In the introduction, the author introduces a hard-working family making a good life for themselves. They owned an expensive condominium, a Mercedes and traveled frequently. Although, due to the crumbling economy- this family was forced to sell their home, their car and give up vacations altogether. This story line tugs at the reader on an emotional level because we ask ourselves, could this happen to me? Has it happened to me? The economy sucks for everyone.
By starting with this pathos appeal- he forms an understanding with the reader that keeps them interested in reading.