How to Put the 'You' Back into Your Business

Ever had a touch of the ‘bureaucracies'? A twinge of ‘official-itis'? You may not have heard of these conditions but, as a small business owner, perhaps you'll recognise some of the symptoms:

1. Writing ‘we are/are not amused' letters from "our Client Services Manager" who wishes to "bestow unwavering gratitude for the timely manner in which payment of our invoice for services rendered has been remitted."

2. Proclaiming the benefits of services in a brochure that reads: "You are encouraged to try our services to see if they work for you. If they don't, we may be willing to consider reimbursement."

3. A web page that tells visitors everything that the business does and how it does it using only words with a minimum of three syllables to demonstrate that it is sophisticated, knowledgeable about almost everything and will always know more than them even if it's not in the business' field of expertise. And not a bullet point in sight! Punctuation can be a tad scarce as well.

Now, let's try some 'real-speak' remedies for the above:

• "Thank you for paying our bill so quickly."
• "So give us a try. If you're not satisfied with the results, we'll refund your money – guaranteed!"
• The web page should:
  (a) Be friendly
  (b) Make visitors feel welcome
  (c) Be easy to understand while illustrating expertise
  (d) Use bullet points and appropriate punctuation to enhance the reader's experience.

These are pretty extreme examples but there is often the tendency to keep our selves out of our written communications with customers and prospects.

Why is this?
Could it be that we're afraid of being seen as less than professional if our customers see the human side of our business?

Perhaps it feels safer to hide behind: "Our office is obliged to remind you that payment is due" rather than: "I'd like to remind you that your payment is due."

After all, isn't it better if a client gets mad at The Office instead of me?

Let's look at it another way.
One thing that's nice about living in a small hamlet is that business is always personal. The Post Office lady knows me by name, and I know her. The same with the couple who run the General Store. It's never just about milk, bread and pop-rivets; there's always a chat and a laugh as well.

What about you? Do you prefer a recorded message asking for your customer code when phoning a business or a real human being with a friendly welcome who asks how he can help?

It's time to appreciate how great you are for your business. After all, it wouldn't exist without you. So, let your customers in. Let them see who you are – the living, breathing, marvellous and fabulous being behind all the marvellous and fabulous things that you do.

Start with your letters. Write them from you instead of your office. Think of your customer as a living, breathing human sitting in a chair, holding your letter. Imagine her wearing glasses and reading by the light of an art-deco lamp. She loves that lamp; it's been in the family for years.

Now write—to her.

You are the heart of your business. So let that heart shine through!