Personality
If you have a corporate business, where the company IS the personality, then presenting a unified image is the important thing. But if you have a personal business or informational site, injecting a bit of personality into the site can make a world of difference. People love visiting a site where they feel they can identify with the presenter. They will buy when they feel they have something good in common with the seller of a product.
Some people are afraid to be themselves on their website and in their promotional literature. Other people hire someone else to do their writing, and all feeling of humanity is stripped out by someone who is writing strictly for accuracy and not for appeal.
Personality is especially important in informational sites, sites that sell custom products or which are uniquely crafted by the seller, or in marketing materials which have to compete with other similar marketing, such as article marketing.
Like dating, the best policy is often to just be yourself. I mean, sure, you try to be polite, and you try to be considerate, but if something strikes you as funny, you can still laugh about it! Inject a bit of humor into things, tackle subjects with examples of your own experiences, and write in a way that is close to how you would talk to someone.
Give your reader someone to identify with.
You won't attract everyone, but that is ok! You'll attract people that other writers don't, and that is enough. The old phrase that if you try to please everyone you end up pleasing nobody is true in this instance.
In the process of networking and building relationships within business, you have to make a personal connection of some kind with people. Now, I am not going to be able to identify well with a 30 something single career woman. But I CAN identify with a young mother, with a mother of teens, with a homeschooling mom, or with women who are trying to pull themselves up on a shoestring. So when I just be myself (and use those kinds of experiences in what I am presenting), I can appeal to those people with whom I CAN identify. The ones that I can't reach will go somewhere else, and that is ok, because the person THEY identify with WON'T be able to reach the people that I can either!
In article marketing, there are some sellers out there who are promoting PLR articles as a way to get easy articles to market. Unfortunately, they are banned by every marketing venue, but they have another huge flaw. They are utterly sterile. They have no distinct opinion, no character in their wording, no humor, no strong emotion. They just present commonly available, indisputable information that is colorless and dry. This makes them uninteresting, and uninformative, and therefore, valueless.
On the other hand, even an article with a few grammar errors or spelling typos can catch on and be appreciated when it presents information that people like, that has a definitive conclusion, that takes a stance, informs, entertains, or has recognizable character that people like. When they read something, and feel like they'd like to meet you because they like what you said, then they'll forgive your errors because they like you! But no matter how perfect your grammar, if you fail to be a real person to them, they won't like you or what you said anyway!
Personality is something that no one else can do for you. It has to come from your own heart, and is something you offer to your site visitors as a gesture of good faith. Be sincere, and they'll respond.
Written by Laura Wheeler
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