Putting Personality into Your Website

You're probably using your newsletter to "build long-term relationships and a better rapport with customers or prospects.” Valuable content is the foundation on which this is based. Personality is the icing on the content cake. A little dose of personality helps build that reader rapport and adds uniqueness to your publication; it's something competitors can't copy so easily.

The right personality can also complement the image of your brand, products, services, or company, essentially reinforcing whatever impression or message you're trying to communicate. This is all well and good, but what is this personality? No doubt there are various dictionary definitions, but I prefer to think of it like this: If content is what you say, then personality is how you say it. It's the sum of all the distinctive characteristics that makes your website’s voice and writing unique: your style, tone, humor, emotion, vocabulary, attitude and more.

So how do you give your website the right dose of the right personality? Think of your website as a one-on-one conversation. Just imagine sitting in a coffee shop talking informally with a customer. That's the starting point for your approach—a more personable and appropriate "human" voice will come naturally. When you picture the coffee shop scenario, you quickly see how inappropriate (not to say ridiculous) some of the more traditional styles of customer communication can sound on a website. Drop the jargon, drop the sales pitch, be as honest as you can, and talk like a human being. Refreshing idea, isn't it?

The personality of the writing itself needs to gel with the other elements of the website, particularly your image, content, audience, design, and objectives. What's appropriate and what isn't? Only you can answer that question. Ideally, have people write the content that fits the required personality naturally, who can write as themselves, subject to a few publication-related constraints. If you need to define specific personality "rules" that people should follow when writing or preparing content, then ensure they're closely defined and easily understood. Then appoint someone to act as guardian, someone who can read the content and spot inconsistencies or aberrations in the personality projected. This kind of defined personality can sometimes better fit the needs, and ensures consistency, even when the writing or production team changes. It also lets you build a personality around some other element of your business (an advertising spokesperson, your product, your CEO, whatever. . .).

You can have as much or as little personality as is appropriate. But what if people don't like it? You can be pretty sure some people won't like your tone or style. And that’s a good thing, too. It's hard to get anyone engaged in your website if you're trying to be all things to all people. Most importantly, the potential loss of a few subscribers is well worth the additional rapport you'll have with those who remain. Or you can be very boring, very dry and very safe, and disappear in the morass of your competitors' offerings.

I’ve also come across websites where tooting your own horn turns into the “let’s talk about me website, and by the way have I told you, it’s all about me on this website.” You need to find the right balance; small doses of "personal" information tend to work well in terms of relationship building. But be very careful not to overdo it. Be especially careful with the use of opinion. On-topic opinion is a good thing and can be a great content element. But while talking about your dog can, at worst, provoke disinterest, sounding off on unrelated topics can actively offend. Take care, and don't let a newsletter become anyone's ego vehicle.

I also enjoy a picture of someone looking friendly and attractive on the website. A human voice can even be better through audio. It is easier to connect with people at a more human level if they can relate to a name or face, whether invented or real. So sign editorials, give authors a byline, or list some names down in the administrative section of each issue.

Take a look at your favorite websites. Sure they'll have great content, but what else is it that makes them stand out in your inbox? I bet you it's the voice and personality that does it.