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I’ve got a confession to make. As a content writer for a number of B2B clients I’ve been coasting – cruising through e-books, white papers, and infographics with the same tone of voice. This hasn’t been due to writer’s block, laziness, or even my own choosing. Rather, it’s been what the client has wanted … Safe. Clean. Boring. And, as you know, the client gets what the client wants.