Talk to your internet visitors candidly, as individuals, one on one. Honest authenticity usually* trumps any need for strong-arm sales tactics. Let your primary spokesman or content writer speak in the first person. On the web, writing in the detached third person (what your English teacher taught you years ago) misses the mark.
Think about it, we all tend to use the internet and mobile communications alone — unlike broadcast media, radio and TV, where we all know many are seeing and hearing the same message at the same time.
In your business voice on the new media go ahead and let your hair down. Be yourself, be human, show a degree of vulnerability. No one can be all things to everyone.
* High pressures sales tactics might be preferred when selling to a psychopath. It may be the only way to get respect (and the sale).
