With all the threats to our personal identity these days, stranger danger is ever-present. But when you’re starting a business, you need to be building ladders to the public. You’re company is never going to grow to its full potential if you only reach out through personal references. The best way to build the trust you need to attract the public is through humanization.

There is so much emphasis on being professional that we fail to see success through anything less than being professional. I do not suggest being obnoxious or offensive, just human. That’s all. The list below will help you incorporate a personal touch in your business venture.

1.    Acknowledge the world around you. If you never come up from your niche and make a comment about what’s going on around you, you will seem singular and unrelatable. I just watched the clip of Martha Stewart calling Sarah Palin dangerous and boring. So not only has Martha made herself relevant today, she letting us know her brain is not only about cakes and place settings.
2.    Write with your “talking” voice, and not all this jargon that actually sounds insecure and pompous. When you through some “expressions,” into your writing your audience feels as though you’re talking to them and not at them.
3.    Show a picture of you living your life. Life doesn’t happen in a portrait studio. We’re real people, for goodness sake, let’s relate to one another!
4.    Ask questions. Have you noticed how Ustream allows you to post a poll during you’re broadcast? They’re simply inviting input from the audience. Exercise democracy! Then be sure to respond back to the comments.
5.    The scrutiny of society has made for public apologies to be demanded left and right. When you’re not a total stiff, it won’t be so painful should you come under scrutiny.

More than anything else, as an entrepreneur I want to be myself. I want my clients and acquaintances to know the real me. If this truly is the Communication Age, why hold back?