Writing

Improving quality of writing.

Why good writing is important

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tone

attitude. changes depending on circumstance, and is used to set the mode of conversation

voice

setting a consistent voice is the most important thing you can do for advertising. clear, honest transparency is a great way to start, but introducing flavorful word choice can build upon this. this is a discussion of consistent words and terms to refer to companies in internal and external writing; for example, 'independents' vs. 'employees'.

natural speech

write as you speak, using fewer nouns and more verbs - this infuses words with empathy.

speak the audience's language.

avoid business speak.