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?”
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