Writing style and tone of voice – What’s yours?

How would you describe your writing’s style and tone of voice, and do you vary it for different clients/publications? I used to write features for two UK national newspapers: The Guardian, whose Wednesday Society supplements were written in a ‘flat / semi-academic’ style, and The Daily Telegraph, whose Week-end editor repeatedly asked for  ‘lyrical and lively’ text. It paid not to mix the two around. ‘Don’t be negative,’ said the Telegraph...

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