When the CEO of a large corporation motivates employees with a company-wide presentation, some of the impact derives directly from the CEO’s personal style. Recognizing the CEO’s usual themes, turns of phrase, and favorite examples convinces the employees that their corporate leader truly cares about the subject in question.

At the opposite end of the spectrum, the one-person coaching or design or writing or training business must sell the person as much as the product or service. When freelancers use articles and newsletters and white papers and other giveaways to enhance their visibility among prospects, to win their trust, getting their personal styles across to the prospect is just as important as any other element of those communications.

Neither CEOs of large companies nor freelancers running their own businesses always have either the time or skill to produce these communications themselves. So, if they are smart, they hire writing help.

When you can ...