Writing is about integrity. Gathering information and checking facts are critical in earning readers' respect and trust (see my upcoming post “Ban Truth-twisting and Fact-fudging in Journalistic Writing”). In fact, keeping your audiences well-informed and engaged should be your goal.

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Effective writing is easy reading. Writing is more than knowing how to use commas and colons -- it’s the art of making easy reading of complex facts, figures, and data.

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Words have power. This means knowing how to craft a message that works best for the audiences you want to reach and the tone you want to set.

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Clear, precise writing gets results. It’s the formula for drafting articles, case studies, white papers, and scripts that inform or enlighten your audiences and turn them into valued customers.

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