Twenty-five rules for good writing
Tim Radford in the Guardian offers some advice to science writers: "Beware of long and preposterous words. Beware of jargon. If you are a science writer this is doubly important. If you are a science writer, you occasionally have to bandy words that no ordinary human ever uses, like phenotype, mitochondrion, cosmic inflation, Gaussian distribution and isostasy. So you really don't want to be effulgent or felicitous as well. You could just try being bright and happy."