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Here's something I keep on a sticky next to my computer. It's by George Orwell about writing, and I like it's simplicity:
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? Could I put it more shortly?
5. Have I said anything that is avoidably ugly?
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