One of the problems that I've seen with Internet business is the isolation it can create. Of course, some people may see this as a positive. In fact, I've even read articles that claim that one of the biggest advantages of running a business over the Net is the fact that you don't have to deal with anyone face-to-face. These articles make it sound like personal communication is something to be avoided or feared.

All I have to say to this is "Nuts." EVERY BUSINESS, whether it is a roadside apple stand or an Internet Solutions Center run from a cave in Tibet, can benefit from simple human contact and communication. In my opinion, one of the biggest ways you can benefit from "the human touch" is when you begin to market yourself.

Now, when I say, "market yourself," I mean just that; I don't mean marketing your business, your product, or your opportunity. I mean marketing YOU.

Think about it: What do successful Internet businesses have that the losers don't? In many cases, the answer is simple: a person behind the business who has a reputation for being a trusted expert.

Someone who knows what they are talking about, and is seen as trustworthy, has a definite edge over a nameless, faceless person lurking behind a business front. People want to deal with PEOPLE, not with corporations, and definitely not with just a web site.

So, how do you create the kind of image that will make customers feel comfortable and secure dealing with you? I've found that there are many different ways of doing this, but here are three tried-and-true techniques:

1) Share your expertise: You can help build a reputation by simply offering your knowledge to others. If you have a lot of experience on the Internet, share your stories. If you have knowledge of marketing, teach people how to be better marketers. How? Well, you can offer this information on your web site. Or, you could go onto discussion boards and share your knowledge with other participants. You could even write an

2) Share your enthusiasm: Your clients will almost always feel more comfortable when they know they are dealing with a real person -- someone who has feelings and opinions. So, express your feelings when you can and when it's appropriate. If you are really excited about your product or opportunity, tell them WHY. If your business has improved your life dramatically, let your audience see the joy, gratitude, relief, etc. that you feel (within reason, of course!). Some cynics may say that expressing your feelings is unprofessional, but I say it's just a matter of being a human being, and your customers will appreciate seeing that part of you.

3) Reach out to people: Customers love it when they are treated like people and not just customers. Take some time out of your day and write personal emails to your clients (and NO, auto responders don't count!). These could just be follow-ups, asking how things are going, or to check to make sure that there are no problems with their purchase. When you write these, it might not seem like you are being productive, but you will be surprised by the goodwill (and repeat sales) a simple gesture like this can create.

Remember that most sales in this world are made face-to-face in stores, markets and bazaars. One reason why some people may balk at buying on the Internet is the fact that it seems so impersonal. You can help relieve these anxieties, however, by doing everything you can to show your customers that they are dealing not only with a REAL person, but with a person who has the ability to solve their problems and who enjoys helping them.

Ron Sathoff is a noted speaker and manager of DrNunley's http://InternetWriters.com Ron works with business speakers and writers, helping them with their copy-writing, marketing, and Internet promotion. Reach him at ron@drnunley.com or 801-328-9006.