Easy phrases are usually cliches (Zinnser)
March 22nd, 2008 | Published in Writing, Quotes
If a phrase comes to you easily, look at it with deep suspicion; it’s probably one of the countless clichés that have woven their way so tightly into the fabric of travel writing that you have to make a special effort not to use them…. Strive for fresh words and images.
—William Zinsser, On Writing Well, p. 118.