Writing

Improving quality of writing. Write like a human and use simple English is the gist, really.

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.
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