Every day, reporters and editors get emails that sound like this passage taken from the book: "With its industry-leading massively scalable technology, our web services platform delivers exceptional performance and reliability under the most demanding and highly variable conditions."

We've heard worse, too.

The key problem identified in the book is that most companies fail to develop a single, comprehensive tone of voice for their marketing efforts. So, you'll get something like the above one day and something that tries to sound casual or relaxed the next.

However, there are ways to overcome this, and the book does an excellent job of walking the reader through a few exercises that can help entire organizations decide what kind of voice they'd like to represent their brand, how that voice should vary depending on the situation and how to make sure that voice is consistent and recognizable throughout the market.

Click here to access the the e-book.