Be direct, simple, brief, vigorous, and lucid.

Those who are addicted to the phrase "to use a vulgarism" expect to achieve the feat of being at once vulgar and superior to vulgarity.

Any one who wishes to become a good writer should endeavour, before he allows himself to be tempted by the more showy qualities, to be direct, simple, brief, vigorous, and lucid.

The obvious is better than obvious avoidance of it.

After all, it is an ancient and valuable right of the English people to turn their nouns into verbs when they are so minded.

The purpose of paragraphing is to give the reader a rest. The writer is saying . . . : Have you got that? If so, I'll go to the next point.

Be direct, simple, brief, vigorous, and lucid.