What is the radio program for?

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W:  This is Word Master on radio four. Today we have Professor Danny Sheffield from our Arkansas Community College. OK,   Danny,  could you tell us how to produce a good piece of writing in college?
M: Well, one of the basic things about any writing is to remember three key points: Number one, say what you are going to say. So you are telling the reader what you are going to write about, and maybe also your opinion in the beginning part. The second thing is: say it. And here’s where you provided details and facts to support what you have stated. And the third part is say it again. Conclude the main parts of your article and restate the key points that you’ve made and what you want your readers to understand.
W:  Uh,  what really separate an excellent article from the average ones?
M: I would say it’s a personal voice, because people respond to such an article much more easily. So if you want to touch the readers’ feelings, your natural voice will help. That puts your writing more into the excellent type rather than,   "oh,  this is a good formal article. "