The real pain is that most of us think we ARE good at it. We think about our intentions, and not what comes across. Intent rather than impact.
But it's the impact that matters.
But it's the impact that matters.
Good resources for understanding how to control the impact of your words include the book Difficult Conversations and others from the Harvard Negotiation Project.
The distinction between this and forms of communication often considered distasteful in technical circles is that you are - in fact - right (technical skill). It's not "sleazy" marketing if it really is "the world's best pizza!" :-)