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Many people who have never sat down to write an actual article think that writing as a craft is simple. You just start with one word, and you follow that with another. It's also usually all in your native language. How hard can that be, right? Well, once they start to write, they may find that they don't have a clue about where to start. If they've never written an ebook, they may not understand how to properly organize their thoughts so that enough information is conveyed in an easy and highly digestible form for the reader.