# Improve your 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.


## References
[griffin.sh: How We Write](https://blog.griffin.sh/2020/06/05/how-we-write/)