Stick to the rules, but develop your own style. Try to say the same old thing in a different new way. Make use of the Rule of Threes and other writing devices that make copy easier to listen to and more interesting. Write to be heard. Maintain a sense of rhythm in your writing.
All life has rhythm, and rhythmic writing is easier to hear.
Avoid potentially confusing homonyms. Always, always test your copy by reading it aloud. Don't force the listeners to make difficult mental connections. Put modifiers next to what they modify. Don't split verb phrases.