Writing and editing: Bits & pieces for autumn

• Verbs: As the most important part of a writer’s toolbox, verbs push the sentence forward and give it momentum. Use active verbs unless there’s no comfortable way to get around using a passive verb. Active versus passive verb style can be the difference between literary life and death for a writer.  
• Adverbs: Most adverbs are unnecessary. Strong verbs are weakened by redundant adverbs. They clutter sentences and annoy readers if it’s an adverb that essentially carries the same meaning as the verb. 
• Adjectives: Most adjectives are unnecessary. Like adverbs, adjectives are sprinkled into sentences by writers who don’t realize the point is already contained in the noun. An adjective existing solely as decoration is an act of self-indulgence for the writer and a burden for the reader. 

• Exclamation points: Don’t use it unless you must for achieving a certain effect. And that goes for straightforward news and feature stories or even marketing copy. So-called “bangers” (coined by a former Purdue creative director), exclamation points are the most overused form of punctuation in marketing. Avoid if at all possible. 
• Littles: Prune those small words that qualify how you feel and how you think and what you saw — “a bit,” “a little,” “sort of,” “kind of,” “rather,” “quite,” “very,” “too,” “pretty much,” “in a sense” and dozens more. They dilute your style and your persuasiveness. 

Source: “On Writing Well,” 30th edition, by William Zinsser

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