My writing has always been geared to the person reading or listening. My writing style is to have the reader answering questions, getting them to start thinking. Once you start that type of communication, you create a bond. Know what I mean?
My writing oozes of personalizing not professionalizing, meaning that people connect to people not with faceless corporations or institutions. Have them interested with you because they believe you care about them is a proven way to having them trust you. Once you are trusted, you have their attention.