Elmore Leonard wrote this as the last of his ten rules of writing.
If it sounds like writing, rewrite it.
Leonard is an author. A first-rate author who writes fast-paced novels with great dialogue and plenty of action.
While Leonard is an artist, his advice applies to journalists, online copy editors and anyone else who writes for a living.
What he means is make sure your writing doesn’t sound like an undergraduate essay or a high school homework.