Seth Godin nails it in a recent post. Short answer: because good blog writing is more engaging and more persuasive than any press release or home page ridden with corporate-speak. I especially like these two tips: use headlines and don’t say it all at once. Get the rest on his blog…

1. Use headlines. I use them all the time now. Not just
boring ones that announce your purpose (like the one on this post) but
interesting or puzzling or engaging headlines. Headlines are perfect
for engaging busy readers.

2. Realize that people have choices. With 80 million other
blogs to choose from, I know you could leave at any moment (see, there
goes someone now). So that makes blog writing shorter and faster and
more exciting.

3. Drip, drip, drip. Bloggers don’t have to say everything at once. We can add a new idea every day, piling on a thesis over time…

– Seth Godin (April 7, 2008)