Newsletters?
If you can do it, by far the best thing is to be your own author. Your particular product or service has some effect, but the more the reader gets a sense that's there's a real person behind the words, the more they'll buy into what's being said to them.
Especially if your objective is lead generation, let people know you because your personality shows between the lines. Look at numerous real estate sites and you'll quickly see the difference between the blandness of corporate webpages and those put together by individual agents. Hey, you don't even have to like the guy/gal, but you at least know the sort of person you'll end up dealing with if you contact them!
Duncan
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