Never in the history of the world has being able to communicate been so valuable.
In today's market place you have to be able to communicate what you know in order to gain the trust of your prospects and convert them to clients. In order to do well with the search engines and in your industry, you have to be able to write in a way that can successfully establish you as an authority.
The pay off? Clients that don't just do business with you...they rave about you to their trusted friends and realtives.