If I write about anything, I would like to write more about solutions than about problems, although you must know the problem to think about the solution.
Improving quality of writing.
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.
Have you read my [[writing]]?
If you have, I think you know who I am.
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