8. Repetition

Using the same word or phrase over and over again is lazy and makes for boring reading. Vary your language as much as possible and try not to use long words or phrases twice in the same paragraph. If you cannot avoid repetition, then consider breaking the paragraph in two. It is handy to have a thesaurus to hand at all times so you can talk about the same thing in a variety of ways. For example, rather than saying ‘company’ all the time, try ‘organisation’, ‘business’, ‘corporation’ and so on.