William Safire Quotes
Do not put statements in the negative form. And don't start sentences with a conjunction. If you reread your work, you will find on rereading that a great deal of repetition can be avoided by rereading and editing. Never use a long word when a diminutive one will do. Unqualified superlatives are the worst of all. De-accession euphemisms. If any word is improper at the end of a sentence, a linking verb is. Avoid trendy locutions that sound flaky. Last, but not least, avoid cliches like the plague.
Safire, William. "On Language: Fumblerules." The New York Times Magazine, 4 Nov. 1979, p. 16.
William Lewis Safir, better known as William Safire (/ˈsæfaɪər/), was an American author, columnist, journalist, and presidential speechwriter. He was a long-time syndicated political columnist for The New York Times and wrote the "On Language" column in The New York Times Magazine about popular etymology, new or unusual usages, and other language-related topics.