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Any one who wishes to become a good writer should endeavour, before he allows himself to be tempted by the more showy qualities, to be direct, simple, brief, vigorous, and lucid.

Henry Watson Fowler
Writing, Simple, Wish
Henry Watson Fowler, Francis George Fowler (1931). “The King's English”, Oxford University Press
Any one who wishes to become a good writer should endeavour, before he allows himself to be tempted by the more showy qualities, to be direct, simple, brief, vigorous, and lucid.