Present, Don't Persuade. The most persuasive of all rhetorical stances is to write as if one is not trying to persuade at all but simply presenting truth. The most seductive of all rhetorical stances is to write as if of course the reader is interested in what is being presented, as if the issue could never possibly arise. In general, the best rhetorical stance, if one can get away with it, is to speak as if no rhetorical purposes are involved.

via Steven Pinker