An Addendum to my first post.
I realize most of you warriors are professional freelancers and by no means am I insinuating you don't already know what I'm talking about. This blog is for the neophyte.

My first thought on this matter is to discuss style types. From my own experience I've discovered a number of styles.
The first style I'd like to talk about I will call "The Personal Touch". I've found this a very effective approach when your client wants something that talks to the reader. In this style I talk to the reader as I would if we were having a conversation. I personalize myself and the reader. I use "I", "My", "We", "You"...