I don't like selling, because I don't know anyone who likes to be sold to. People are smart — they make decisions based on product quality, not cleverly crafted words. Capture their attention, certainly, but then get to the point. People appreciate that. (Don't you?)
I like telling stories. Succinct, compelling stories that introduce the value someone will soon confirm on their own. Effective writing shines a light on what's special, what makes a difference in people's lives. I'm against trying to sound smart, and in favor of being smart — paying close attention, finding the compelling qualities of the subject, and conveying them simply.
That's how I work. If that makes sense to you, I'd like to talk about your project.