Five things to keep in mind all the time.
1. Use the simplest word available that gets the job done. Use of big fancy words make you look like a pretentious ass.
2. Trust the reader. Over explaining is really, really boring.
3. Kill your adverbs and make your verbs do the talking. Adverbs are lazy.
4. Vary sentence length. Reading sentence after sentence with the same number of words is hypnotizing.
5. Show don’t tell. Let action get your point across.