Check to see that your language reflects the appropriate level of formality for your audience, purpose, and topic. (23a)
Unless you are writing for a specialized audience that will understand jargon, either define technical terms or replace them with words that are easy to understand. (23a)
Consider the connotations of words carefully. If you say someone is pushy, be sure you mean to be critical; otherwise, use a word like assertive. (23b)
Use both general and specific words. If you are writing about the general category beds, for example, do you give enough concrete detail (an antique four-poster bed)? (23c)
Look for clichés, and replace them with fresher language. (23d)