Say It Well
Copy must be clean and the weight should match the engine requirements (the business needs). Sure, it'll run on dirty, low grade oil — even the wrong weight, but the long-term costs will be significant.
Unfortunately, few people can write well. Writing is an art. To have a writer in your organization can be a blessing. It can also be problematic because you probably didn't hire the person to write. She has another job to do. And doing two jobs at once takes a toll on both.
Outsourcing your writing needs is an option. Hiring a professional writer is like dressing your business or organization up for a job interview with a customer. Making the right impression or connecting with your customers is the first step of selling. The first 30-seconds with a potential customer are critical. So are the next 30 years. 
