Recently, I was on the website of a local small business and as I poked around I stumbled on the “About Us” page. What struck me as strange about this page is that it was written in the first person, but there was no face or name of the owner, or any staff, or any other way to connect the “I” in the writing to a person.
As a small business, you have a choice to make when you start communicating to your audience:
“Am I saying this, or is the organization saying this?”
There are of course pros and cons of each.
If you are going to be working directly with customers and need to establish credibility as an authority on a topic to give customers confidence in your ability to get the job done, then communicating as a person is probably the best way to go.
On the other hand, if you want to convey a feeling that puts the customer in the right frame of mind to desire your product/experience, associating that feeling with your brand or product may be more appropriate than attaching it to a person.
Whatever you choose, make it clear to the audience where the signal is coming from.
