George Orwell ends his useful essay, "Politics and the English Language," with six pieces of advice:
1 Never use a metaphor, simile or other figure of speech which you are used to seeing in print.
2 Never use a long word where a short one will do.
3 If it is possible to cut a word out, always cut it out.
4 Never use the passive where you can use the active.
5 Never use a foreign phrase, a scientific word or a jargon word if you can think of an everyday English equivalent.
6 Break any of these rules sooner than say anything barbarous.
That really hits the nail on the head, doesn't it? Ooops.
(For help from idea through to publication, see my book, "Your Writing Coach," published by Nicholas Brealey, and available from Amazon or your other favorite online or offline retailer.)