Ann Handley and C.C. Chapman, the authors of the book "Content Rules," urge us to write in a human, conversational tone. They talk about eight strategies that business people can follow to write more effectively.
Translating the authors' ideas into the software development industry, their ideas are:
Marketing-speak is a bad language for selling software - or anything else. Unless you're selling programmers' tools, don't use very much tech talk, either.
Be informal and casual
Break writing rules
Break some of the writing rules that you learned in school. Don't write like you didn't go to school. But replace some of the tired rules with some modern "attitude."