Succeeding in any business that utilises online communication via the world wide web comes down to what it has traditionally come down to in our grandparents generation.

Phrases from some of the older business folk that I associate with such as “I liked Joe, we should do business with him, he has a firm handshake” or “Don’t worry about the contract, he looked me in the eye and told me it would be done” are still quite common!

It’s trust that we need to be able to convey via the world wide web in order to get our viewers to partake in our wares!

An example of this is the blogging phenomenon. A good deal of the success that many have had through blogging has directly to do with the amount of trust that a personal ‘web log’ will establish. It conveys personality to the viewer. Shows that their is a real person on the end of the keyboard, and that the viewer / customer isn’t just dealing with a keyboard.

Better still are non-related articles on weblogs. Articles that show that the author is a person. Details about the personal life, their day, their job. A photograph of their office, of something that has happened to them, a shared event. These personal touches add credibility to a blog - because they establish a trust relationship.

The author is saying “Here I am! This is me”. The level of familiarity that this creates with the audience is significant. Basically, people will be enticed to enter a business relationship with you because they feel that they already know you and already have a personal relationship with you!

At the end of the day, it’s all about trust - and giving your web presence a personality that others can relate to. People do business with those they like. If a potential customer likes your web presence - and feels that they have a relationship with you via your website or blog - then I would say more than half the battle is won.