It's not just about what you say, that's copy writing and it's only a part of the story.
Who are you talking to? How do you need to talk to them? What tools and methods do you need to use to get to them? Is there technology involved? What is the right timing to be in front of them? How often will you have to tell them the same thing before they really get it?
It's not a phone call, - who even calls anymore? Communication is an important part of your overall marketing strategy and demands your detailed attention if you want it to succeed. The fact is that in-depth strategic communication is one of the most neglected, but most highly impactful parts of an integrated marketing plan.
IGNORING IT IS NOT JUST AN ERROR OF OMISSION. IT WILL CRIPLE YOUR COMPANY IN WAYS YOU CAN'T EVEN IMAGINE, OR PUT A VALUE ON, LONG INTO THE FUTURE.