That was the essence of my answer to the question
In your experience, what is the most important marketing skill a professional must master to be effective in the years to come?
posed by Patsi Krakoff and Denise Wakeman of Build A Better Blog, which they chose as the best response out of 250 they received (follow the link to read my full answer).
The best winery blogs are great examples of people displaying an authentic written voice. It can't be faked.
I'm pleased to have won, of course (especially since Patsi and Denise chose a great prize: an iPod Nano). But credit really belongs to Seth Godin and Philip Nix, both of whom have taught me a lot about authenticity.