Avoid the ecstatic adjectives that occupy such disproportionate space in every critic's quiver - words like "enthralling" and "luminous."
William ZinsserNever say anything in writing that you wouldn't comfortably say in conversation. Be yourself when you write. If you're not a person who says 'indeed' or 'moreover,' or who calls someone an individual ('he's a fine individual'), please don't write it.
William ZinsserI have no interest in teaching writers how to sell. I want to teach them how to write. If the process is sound, the product will take care of itself, and sales are likely to follow.
William Zinsser