Fight flab(by writing)

Helena Rubenstein famously said, “There no ugly women, just lazy ones.” The same applies to writing.

The worst work I’ve seen isn’t poorly written–it’s lazy. Language is overly general and stuffed with cliches. Sentence structure is juvenile and/or repetitive.

Here’s an example: “Higman’s Hideout offers fine wines and good food at prices that won’t break the bank. Higman’s has everything you need for a memorable night out.”

This is the literary equivalent of a beer belly: flabby and unappealing. Yet a couple of authentic details–the kind you’d know if, say, you’d been to Higman’s–would turn it around.