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For small business owners, personality is princess

by Donna Johnson

If you didn’t know it already, content is king when it comes to attracting people to your business. Whether it’s a business card, an e-commerce site, a blog, or an ad on the side of a bus, if the message isn’t crafted to attract the kind of customer you want to do business with, then it’s wasted content.

Princess Crown

And if content is king, then Personality Is Princess. These days, it’s not only content that matters, but the personality behind that content matters too. There’s a big difference between a website that’s big on content but small on personality, and one that is big on content and supported by a clearly defined human being.

While you don’t have to be Miss Congeniality in order to achieve your business goals, you do have to find ways to put a bit of your personality out there.

Who you are and how you express yourself as a small business owner is just as important as what your products and services are and how they can enhance people’s lives. You may be quiet and demure by nature, or you may be boisterous and talkative. Either way, more and more, people want to know about the person behind the small business they are dealing with.

Weaving your personality into your content may be new and frightening, but if you start with small things like short blog posts and 140-character Tweets about things you are passionate about, you will soon experience a positive and profitable connection between your content and your natural personality.

Question: What do you think? Is making your personality available to strangers a bit daunting? Have you noticed a connection between how your small business performs based on whether or not you inject your personality into your marketing outreach? Please share your thoughts and the creative ways you use to connect your content with your personality in the comments section below.

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Tagged as: business, donna maria, indie, indie business, marketing, small business

posted on May 8, 2009 ·

Facebook comments:

  • http://www.twitter.com/ProfAlliHost Allissa Hosten

    Nice tip, Donna. I am in the process of designing my blog/personal Website and this was very helpful!

  • http://www.twitter.com/ProfAlliHost Allissa Hosten

    Nice tip, Donna. I am in the process of designing my blog/personal Website and this was very helpful!

  • Sara

    I find it very daunting to inject my personality “out there.” Makes me feel somewhat vulnerable…even commenting on blogs like I am right now. But the more I do it, the more comfortable I get, and the more courage I build up. Thanks for the reminder of how important it is to reach out in this way.

  • Sara

    I find it very daunting to inject my personality “out there.” Makes me feel somewhat vulnerable…even commenting on blogs like I am right now. But the more I do it, the more comfortable I get, and the more courage I build up. Thanks for the reminder of how important it is to reach out in this way.

  • http://profile.typepad.com/bootstrapbabes Jamila White

    Great topic, dM!
    My sales went up *very significantly* when I injected my personality and my face into my brand several years ago. I was really nervous about putting my face smack dab on the top of every page of my web site, but people really responded to it. It made them feel that they were talking with a real human being, not just an impersonal web site, and as a “real person” I could relate to their challenges and help them solve them.
    Since then, I’ve been encouraging my clients to incorporate more of themselves into their brand and marketing materials. While it isn’t necessary (or appropriate) for everyone’s business to focus on an individual face, you definitely need to include a photo of you and/or your staff and at least short bio on your About Us page *especially* if you are marketing “handmade” products. The customers want to know handmade by *whom*!
    You can also use your own voice — the actual language you use when you speak — in the product descriptions and information on your web site.
    I know it can feel scary at first, but it is SO worth it. Let your personality shine through!

  • http://profile.typepad.com/bootstrapbabes Jamila White

    Great topic, dM!
    My sales went up *very significantly* when I injected my personality and my face into my brand several years ago. I was really nervous about putting my face smack dab on the top of every page of my web site, but people really responded to it. It made them feel that they were talking with a real human being, not just an impersonal web site, and as a “real person” I could relate to their challenges and help them solve them.
    Since then, I’ve been encouraging my clients to incorporate more of themselves into their brand and marketing materials. While it isn’t necessary (or appropriate) for everyone’s business to focus on an individual face, you definitely need to include a photo of you and/or your staff and at least short bio on your About Us page *especially* if you are marketing “handmade” products. The customers want to know handmade by *whom*!
    You can also use your own voice — the actual language you use when you speak — in the product descriptions and information on your web site.
    I know it can feel scary at first, but it is SO worth it. Let your personality shine through!

  • http://www.lemon-lollipop.com/ Michelle

    Being a private person, I wanted to separate my brand from ME. I got a post office box to “corporatize” my brand. But after a few years, I’m realizing, “me is ok” as part of my brand, and actually quite valuable. I’ve always admired you, dM, especially for really putting yourself out there in a very personal and still very professional way. In the past I’ve thought too personal was unprofessional.
    And I can’t imagine Ecommerce Diva without JAMILA’S FACE!!! That’s really powerful!
    So now I’m looking at things differently…part of my brand is an illustration of a female and because I was in a hurry to get it on my labels, I didn’t spend any time “designing” the physical attributes of the illustration…I just used ME! Funny! So now all of a sudden I have my own personality in the brand! Almost a flip-flop!
    Your recent posts have seemed to hit me right where I’m at, so I couldn’t pass up making a comment.

  • http://www.lemon-lollipop.com Michelle

    Being a private person, I wanted to separate my brand from ME. I got a post office box to “corporatize” my brand. But after a few years, I’m realizing, “me is ok” as part of my brand, and actually quite valuable. I’ve always admired you, dM, especially for really putting yourself out there in a very personal and still very professional way. In the past I’ve thought too personal was unprofessional.
    And I can’t imagine Ecommerce Diva without JAMILA’S FACE!!! That’s really powerful!
    So now I’m looking at things differently…part of my brand is an illustration of a female and because I was in a hurry to get it on my labels, I didn’t spend any time “designing” the physical attributes of the illustration…I just used ME! Funny! So now all of a sudden I have my own personality in the brand! Almost a flip-flop!
    Your recent posts have seemed to hit me right where I’m at, so I couldn’t pass up making a comment.

  • http://www.indiebusinessblog.com/ Donna Maria @ Indie Business

    @Alissa: I’m so glad it was helpful. Please let us know when your sites launch!
    @Sara: Thank you for sharing. One of the realities of business is that we are vulnerable by default. Sharing what you to offer and then placing a price tag on it opens us up to everything from the highest praise the sharpest ridicule, and that is scary. As you noted, it also gives us courage! It empowers us to stretch ourselves and be the best we can be.
    Let’s continue to encourage each other in this way so we can all succeed!

  • http://www.indiebusinessblog.com Donna Maria @ Indie Business

    @Alissa: I’m so glad it was helpful. Please let us know when your sites launch!
    @Sara: Thank you for sharing. One of the realities of business is that we are vulnerable by default. Sharing what you to offer and then placing a price tag on it opens us up to everything from the highest praise the sharpest ridicule, and that is scary. As you noted, it also gives us courage! It empowers us to stretch ourselves and be the best we can be.
    Let’s continue to encourage each other in this way so we can all succeed!

  • http://www.indiebusinessblog.com/ Donna Maria @ Indie Business

    @Jamila: Thanks for sharing your experience. It’s so valuable and so true. This discussion reminds me of a proverb: “Nor do people light a lamp and put it under a basket, but on a stand, and it gives light to all in the house.”
    We should not hide or minimize our talents and abilities! We can only help people when we humbly and sincerely share who we are and what we have to offer It’s not possible to make a contribution if no one can see us, right?

  • http://www.indiebusinessblog.com Donna Maria @ Indie Business

    @Jamila: Thanks for sharing your experience. It’s so valuable and so true. This discussion reminds me of a proverb: “Nor do people light a lamp and put it under a basket, but on a stand, and it gives light to all in the house.”
    We should not hide or minimize our talents and abilities! We can only help people when we humbly and sincerely share who we are and what we have to offer It’s not possible to make a contribution if no one can see us, right?

  • http://www.indiebusinessblog.com/ Donna Maria @ Indie Business

    @Michelle: You go girl! “This little light of mine, I’m gonna let it shine. Let it shine, let it shine, let it shine!”
    Somebody slap me!!

  • http://www.indiebusinessblog.com Donna Maria @ Indie Business

    @Michelle: You go girl! “This little light of mine, I’m gonna let it shine. Let it shine, let it shine, let it shine!”
    Somebody slap me!!

  • http://www.giftbusinessowners.com/ Joyce Reid

    Donna Maria:
    You’re right on target this. From the very beginning with my site, I’ve used personal content on my About Us page and have had many customers comment about it. When I started my blog, I made sure I did the same. Many of the posts contain personal information but that is what makes me “real” to my readers. This one thing will create trust with potential customers.

  • http://www.giftbusinessowners.com Joyce Reid

    Donna Maria:
    You’re right on target this. From the very beginning with my site, I’ve used personal content on my About Us page and have had many customers comment about it. When I started my blog, I made sure I did the same. Many of the posts contain personal information but that is what makes me “real” to my readers. This one thing will create trust with potential customers.

  • http://www.pipertate.com/ valerie rice

    donna maria,
    thank you for raising this issue! In creating our website, I kept my husband and I in the background and focused on our products. Yet when I was personally selling or talking with customers, I noticed how positively they reacted to our personal story: my husband, a former chef,stirring up our lotions with our whole family involved in every aspect of the process. I didn’t realize that my everyday reality would actually be interesting to anyone. I assumed everyone was stirring their cauldron over Christmas break with their kids.
    We now are rebranding with our family as our strength and our customers and web visitors are responding to our authenticity. it feels real and pure, which is what it’s all about. Thanks for reminding us to be to ourselves!

  • http://www.pipertate.com valerie rice

    donna maria,
    thank you for raising this issue! In creating our website, I kept my husband and I in the background and focused on our products. Yet when I was personally selling or talking with customers, I noticed how positively they reacted to our personal story: my husband, a former chef,stirring up our lotions with our whole family involved in every aspect of the process. I didn’t realize that my everyday reality would actually be interesting to anyone. I assumed everyone was stirring their cauldron over Christmas break with their kids.
    We now are rebranding with our family as our strength and our customers and web visitors are responding to our authenticity. it feels real and pure, which is what it’s all about. Thanks for reminding us to be to ourselves!

  • http://www.OrganicSkinBoutique.com/ Daron Hope

    I completely agree! It can be hard though, especially when writing ads, blogs, or e-mails to customers, I feel like I’m setting my personality in stone. But, like you all mentioned, the more we do it, the more we have a chance to mold people’s perceptions of us…I don’t think anyone’s personality can be summed up in ONE blog post! :) And I think feeling vulnerable is good. People connect with vulnerability, because we’ve all felt vulnerable at some point.
    Companies with personality are my favorites!! :)

  • http://www.OrganicSkinBoutique.com Daron Hope

    I completely agree! It can be hard though, especially when writing ads, blogs, or e-mails to customers, I feel like I’m setting my personality in stone. But, like you all mentioned, the more we do it, the more we have a chance to mold people’s perceptions of us…I don’t think anyone’s personality can be summed up in ONE blog post! :) And I think feeling vulnerable is good. People connect with vulnerability, because we’ve all felt vulnerable at some point.
    Companies with personality are my favorites!! :)

  • http://www.NeeNeesSoapShop.com/ Renee Vailes

    I have definitely enjoyed these blog posts and all the comments. It’s like I’m reading about myself in every one! We started not to personalize our brand or our product, but like others here, realized that the personalization is what sells your stuff! We show our home address, phone numbers, email addresses, blog, twitter ID and facebook page. I love for people to “follow” me and am amazed at how “international” we’ve become, even shipping to Sweden! I am off to add my face to our blog page. You have inspired me!! Thanks!

  • http://www.NeeNeesSoapShop.com Renee Vailes

    I have definitely enjoyed these blog posts and all the comments. It’s like I’m reading about myself in every one! We started not to personalize our brand or our product, but like others here, realized that the personalization is what sells your stuff! We show our home address, phone numbers, email addresses, blog, twitter ID and facebook page. I love for people to “follow” me and am amazed at how “international” we’ve become, even shipping to Sweden! I am off to add my face to our blog page. You have inspired me!! Thanks!

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