Avoid cliches. A cliche being a phrase that is familiar but content-free or even contradictory. Like, "I don't mean to be a jerk, but ..." This helps tune your

Avoid cliches. A cliche being a phrase that is familiar but content-free or even contradictory. Like, "I don't mean to be a jerk, but ..." This helps tune your focus on making each word participate in creating meaning in the head of your reader. Also, avoid creative analogies.