I like the randomness of the clause after the colon and hence will not explain it: I was browsing the contributors' guidelines for Presbyterians Today magazine this afternoon (for a good work-related reason, I will add), and it included a great list of basic rules for writers from Writer's Digest magazine:
- Prefer the plain word to the fancy.
- Prefer the familiar word to the unfamiliar.
- Prefer the Saxon word to the Romance. (This one is slightly silly; see here.)
- Prefer nouns and verbs to adjectives and adverbs.
- Prefer picture nouns and action verbs.
- Never use a long word when a short one will do as well.
- Master the simple declarative sentence.
- Prefer the simple sentence to the complicated.
- Vary the sentence length.
- Put the word you want to emphasize at the beginning or end of your sentence.
- Use the active voice.
- Put the statements in a positive form.
- Use short paragraphs.
- Cut needless words, sentences and paragraphs.
- Use plain, conversational language.
- Avoid imitation. Write in your natural style.
- Write clearly.
- Avoid gobbledygook and jargon.
- Write to be understood, not to impress.
- Revise and rewrite. Improvement is always possible.