say what you mean. Most of us are pretty sure we do it with confidence every day. However, when you have to get across a promotional or corporate message to customers, stakeholders or the public, it can be a totally different matter. Many businesses get it wrong.
No business can afford to convey a weak or inconsistent message via its advertising, website or visual identity.

you need words and images to express precisely what you want to say. You want attention grabbed; people to look, read and listen, to be engaged and informed.
Above all, you want people to remember positively what you are communicating.
When you have to influence a target audience - do it convincingly. You need the ability to analyse with objectivity - and then deliver with clarity, imagination and impact. This takes special skills.