ArticleFame.com | The Five C's of Quality Writing:
"There are two components of any copy, whether it's an article, a Web site, or a book: content and appearance.
Content means the words that actually appear on the page - your message. It can be serious, humorous, elegant, bold, technical, or conversational in tone. But the message is the words themselves. What you're saying and how you're saying it. Content includes grammar, spelling, jargon, acronyms, and the like.
Appearance relates to the way the words (content) look on the page. "
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