Every. Word. Matters.

As an editor, my goal is simple: to help writers and poets create strong, clear, memorable texts. I use the guidelines below as a standard:

The great enemy of clear language is insincerity. When there is a gap between one’s real and one’s declared aims, one turns as it were instinctively to long words and exhausted idioms, like a cuttlefish spurting out ink.

A scrupulous writer, in every sentence that he writes, will ask himself at least four questions, thus:

  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?

And he will probably ask himself two more:

  1. Could I put it more shortly?
  2. Have I said anything that is avoidably ugly?

—George Orwell, “Politics and the English Language”