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