1) “Easy to read”.
2) Reader ‘captivates the contents’.
3) Reader likes writer, because her/his way of thinking matches with writing style of writer:
Hi there! I’m a bike messenger by day, aspiring actor by night, and this is my blog. I live in Los Angeles, have a great dog named Jack, and I like piña coladas. (And gettin’ caught in the rain.)
…or something like this:
The XYZ Doohickey Company was founded in 1971, and has been providing quality doohickies to the public ever since. Located in Gotham City, XYZ employs over 2,000 people and does all kinds of awesome things for the Gotham community.
Business Communication Type/Class Theme Objective Technical paper, Manual or Procedures Linear Thoughts Inform , Educate Sales Letter Persuasive Create a Call To Action Story Telling Emotional Narrate, Educate Report or Inter Office Memo etc. Strictly Informative Request a decision, inform Executive Summary Strictly Informative Inform , Educate, Update Article Strictly Informative Inform , Educate, Update Blog Strictly Informative Inform , Educate, Update News Informative Inform , Educate, Update Business Planning Linear & Logical Thinking Inform , educate, request a decision, create a call to action