1 Don’t try to anticipate an “ideal reader” – there may be one, but he/she is reading someone else.

2 Don’t try to anticipate an “ideal reader” – except for yourself perhaps, sometime in the future.

3 Be your own editor/critic. Sympathetic but merciless!

4 Unless you are writing something very avant-garde – all gnarled, snarled and “obscure” – be alert for possibilities of paragraphing.

5 Unless you are writing something very post-modernist – self-conscious, self-reflexive and “provocative” – be alert for possibilities of using plain familiar words in place of polysyllabic “big” words.

6 Keep in mind Oscar Wilde: “A little sincerity is a dangerous thing, and a great deal of it is absolutely fatal.”

7 Keep a light, hopeful heart. But expect the worst.

from The Guardian