It need hardly be said that shortness is a merit in words.

Prefer the familiar word to the far-fetched. Prefer the concrete word to the abstract. Prefer the single word to the circumlocution. Prefer the short word to the long. Prefer the Saxon word to the Romance.

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

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.

The obvious is better than obvious avoidance of it.

The writer's Queen Victoria is his public, and he would do well to keep a bust of the old Queen on his desk with the legend "We are not amused" hanging from it.

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