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If you’re writing blog posts, or any kind of copy, on behalf of a client, you need to know them so well that you can (quite literally) finish their sentences. As an outside writer, it’s a hard but necessary task. Great writers are plentiful, but writing in someone else’s voice – even a company’s voice – is the real challenge. I compare it to a comic doing impressions. (Or maybe that’s just my excuse to classify watching SNL as “research”.) Someone like Dana Carvey carefully studies the quirks and habits of how an entity presents itself. Sure it’s about the words they say, but it’s also about how and why they say them.