“While basic writing skills are, of course, essential, more important are often those intangible qualities such as having a conversational yet useful tone or the ability to tell a story in an uncontrived way. As with great design, it can be challenging to express what you need until you see it, but this can be a very frustrating process.”
Most intelligent people assume writing is no different than having an intelligent conversation with a colleague. But it is vastly different. Taking time to look for, and find, a writer that fits the tone and style of a project is essential to your marketing plans. Most of the time, it’s not going to be you that fits it best.