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.