What's So Great About Great Writing. 

Businesses sell stuff to people. Brands create relationships with them. And writing is what gives brands their voice. The choice of words, the attitude, the cadence, the casualness or formality of sentence structure—all express your brand’s personality. Through writing, you establish a conversation with your audience. If it’s stiff and boring, who wants to listen? If it’s sales-y and self-serving, why should they care? If it’s all facts and no fun, why would they want to have a relationship with you? Writing is the foundation of all your communications, whether it’s your website, your advertising campaign, your presentations, or even your answering machine message—it all conveys a sense of your brand. That voice should be true to who you are. It should be consistent throughout all media. And above all, it should be likable. That’s where great writing comes in.