This statement is very similar to the thesis of the primary text. Haltman was very focused on transforming your ideas into physical and emotional descriptions of objects. I enjoy how the title grabs your attention by telling you the "secret" immediately instead of making you read to decipher what it is.

The title makes me ask what is the difference?, Why will it only be good and not great? The dictionary difference between a idea and object is: an idea is defined as a thought or suggestion as to a possible course of action. An object is a person or thing to which a specified action or feeling is directed.

Based upon information alone I feel relates to Haltman and makes your writing better by sorting your suggestions and possibles courses of action into something specified and descriptive and elaborate. This answers my second question because if you do this your writing will be just "good".