Yesterday, I came across this article "3 Communication Mistakes that Lead to a Toxic-feeling Workplace." The article addresses  inter-personal communications. The first mistake discussed really stood out to me. Here is the excerpt:
<blockquote><strong>Not being mindful of how your words land</strong>

A large portion of what we say stems from how we read the present situation, and our sense of self-awareness plays a vital role in our everyday conversations. According to a <a href="https://psyarxiv.com/sg5aw/">recent study</a> conducted by a group of psychologists at the University of California, Davis, many people don’t realize they’re being rude when they’re perceived as such, suggesting blind spots in our self-insight that can prompt miscommunications at work. The study’s findings highlight the importance of listening to yourself when you’re talking to others. If you hear what you’re saying and think you might be offended if someone said the same to you, it’s worth rephrasing and communicating your point differently.</blockquote>
<strong>Because it's not just what you say, but how you say it.</strong>

When writing marketing materials, you are concerned with the words you choose, the messages you deliver. But you also have to be concerned with tone and presentation. How is your message coming across? Are you being rude? Are you causing negative emotions (anger, frustration, embarrasment) in your audience?