Puns are fun, they stimulate the mind - however they can overstimulate the mind and may be more likely to be taken the wrong way than writing that is kept as clear as possible. Puns play with word meanings or rhyming sounds or alliterative sounds - or all three.
Words that overstimulate should be avoided, unless that is the goal, Whether intellectually with a word play that makes the mind stumble a moment and have to pause and say, "What?" <scratching head in puzzlement emoji>, or whether words that might make someone blush or get angry, words that are "hot button" words should be reserved for hot button topics and situations only - used for a reason that is worth risking bewilderment or anger or a blush.
- A writing course on the website Udemy.com was helpful at explaining the overall structure of a work of writing no matter what length and ways to develop a theme throughout: Ninja Writing: The Four Levels Of Writing Mastery , by Shani Raja, Ex-Wall Street Journal editor. See udemy.com: (G2.4).
The word "ninja" has become over-used at this point but it was a helpful course even with a buzzword. -- Never judge a book by its buzz? <ducking fusilage of rotten tomatoes>
Writing courses and a free blog are available for professional content marketers - which is practically everyone these days to some extent - at copyblogger.com : (G2.5).
Writing courses are also available as MOOC's - Massive Open Online Courses on sites such as Coursera.org. A series on improving basic skills for academic writing in English includes subtitles in a few other languages. See Academic English: Writing Specialization, (G2.9). Another writing course available on the site works on improving skills for organizing and writing scientific articles for peer reviewed journals, or for summarizing scientific articles for lay readers. See Writing for the Sciences, (G2.10). Courses for learning English and improving skills as a non-native speaker are also available. See Business English for Cross-Cultural Communication, (G2.11).
We are marketing ourselves on social media and in texts that last longer than a spoken conversation would have lingered in memory.
So never leave home without your copy of the Associated Press Stylebook - updated annually, see apstylebook.com: (G2.6).