1. Use short sentences.
2. Use short first paragraphs.
3. Use vigorous English.
4. Be positive, not negative.
5. Never have only 4 rules.
“I write one page of masterpiece to ninety one pages of shit,” Hemingway confided to F. Scott Fitzgerald in 1934. “I try to put the shit in the wastebasket.”
http://www.copyblogger.com/ernest-hemingway-top-5-tips-for-writing-well/
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