Avoid cute phrasing that gets between the reader and the point you are making. Keep it short. Be kind to your readers. Make every word, every sentence, every paragraph count. When you've made your points, shut up.
Nobody gets it just right the first time.
Keep editing until you can't make the piece better. Work with your editor. Discuss the piece beforehand. Look at the edited version before it goes to the printer. Take responsibility for your words.