Clarity & Conciseness
Saying exactly what is meant in the fewest words that preserve the meaning — cutting redundancy (free gift, end result), filler (due to the fact that), and needless repetition.
Redundant pairs hide in plain sight: ‘each and every,’ ‘past history,’ ‘completely eliminate.’ Concise is not the same as short — a longer sentence that adds information beats a short one that loses it.