The key to clear writing

…is clear thinking. From the Economist Style guide:

“A scrupulous writer”, observed Orwell, “in every sentence that he writes will ask himself at least these questions:

1. What am I trying to say?
2. What words will express it?
3. What image or idiom will make it clearer?
4. Is this image fresh enough to have an effect?
5. Could I put it more shortly?
6. Have I said anything that is avoidably ugly?”