What you say is as important as how you say it. Different occasions and forums demand different writing styles. For example, writing a research paper would need to be very formal and conservative, while emailing a friend would be more conversational and informal. Both the research paper and the email could have the same content, but would sound very different, due to their formality and structure.
Some related links are:
A Guide to Writing Email
The Medium Isn't the Message
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