Orwell's Rules
Never use a metaphor, simile, or other figure of speech which you are
used to seeing in print.
Never use a long word where a short one will do.
If it is possible to cut a word out, always cut it out.
Never use the passive where you can use the active.
Never use a foreign phrase, scientific word, or jargon if you can think
of an everyday English equivalent.
Break any of these rules sooner than say anything outright barbarous.

Orwell's Questions
What am I trying to say?
What words will express it?
What image or idiom will make it clearer?
Is this image fresh enough to have an effect?
Could I put it more shortly?
Have I said anything that is avoidably ugly?

Strunk and White: Principles Of Composition
Choose a suitable design
Use the active voice
Put statements in positive form
Use definite, specific, concrete language
Omit needless words
Place yourself in the background
Write naturally
Write with nouns and verbs
Revise and rewrite
Do not overwrite
Avoid qualifiers
Do not affect a breezy manner
Use orthodox spelling
Do not explain too much
Do not construct awkward adverbs
Avoid fancy words
Avoid dialect
Avoid mixing languages
Prefer the standard to the offbeat

Evil Passive Verbs:
is, am, are, was, were, be, being, been, I'm,
it's, he's, here's, she's, that's, there's, they're,
we're, what's, who's, you're

Heinlein's Rules
You Must Write
Finish What You Start
You Must Refrain From Rewriting, Except to Editorial Order
You Must Put Your Story on the Market
You Must Keep it on the Market until it has Sold
Start Working on Something Else

Evil Metaphors and Phrases
on steroids
think outside the box
longpole in the tent
stove pipe
the long and short of it is
the fact (of the matter) is
reinvent the wheel
open a can of worms
talk off line
herding cats
same sheet of music
at the end of the day
to be honest with you
on a weekly basis
touch base
building bridges
teach how to fish
keep the plates spinning
run it up the flag pole
sooner rather than later
lessons learned
synergy
zero tolerance
self licking ice cream cone
not ready for prime time
showstopper
barking up the wrong tree
holding feet to the fire
the cart before the horse
goat rope
ground truth
devil is in the details
break down barriers
food fight
bear fruit
sense of urgency
dog in the fight
with all due respect
utilize (prefer use)
low hanging fruit
slippery slope
straw man
work in a vacuum
grease the skids
let a thousand flowers bloom
red herring
leaning forward in the saddle
ahead of the curve
crawl, walk, run
cookie cutter