I sent an email to a business prospect last week. I thought the content of the email would make a good blog post. An edited version of the email follows.

One morning last week after finishing a golf lesson, I was standing in the golf course parking lot pondering Melissa McLean Jory. Melissa is a high school classmate I connected with on facebook last year. Melissa is a nutrition expert, specializing in Celiac disease. Because of her deep knowledge and wonderful personality we hired her to speak about blogging and Celiac disease at our GPS (Green Positioning Summit) workshop last year. Melissa writes an excellent blog, and her facebook posts are very well written. Her voice, her tone, her language is positive, upbeat, informative, happy, humorous, and insightful. It resonates with me; the language makes me smile and demands my attention. Kudos Melissa! So, in this parking lot pondering moment I realized how really important voice, tone and language are to advertising and marketing communication.

“To thine own self be true” writes William Shakespeare in Hamlet. “Let your conscience be your guide” the Blue Fairy tells Pinocchio and then asks Jiminy Cricket to serve as Pinocchio’s conscience.