Quote - Ann Handley

Creating a nice story that users will like may bring some success but not for long. Why? _ People actually want to know the truth, no matter how much it doesn't suit them. _ It’s not about managing words like top writers and shape stories that just sound nice. Good content is so much more than that! _ It means that we've looked at our task from several angles, its disadvantages and advantages, having in mind the whole process of working, and then the proper transmission of that story to our users. _ As with the design itself, it is not only important how something looks or sounds but also what meaning stands behind the whole thing.