If you want to really connect with readers you need to act like, talk like and maybe even be a human being. Customers don't want to buy from big, anonymous corporations after all. They want to buy from other people. Preferably people they like. People they trust. People who empathize with them.

So, before you sit down to write, take the time to think about who is behind your copy. Who are the words on the page or the screen going to be attributed to? Whose voice and image and attitude and style and reputation are going on the line? If you're writing a sales letter, who's going to sign it?

Now, you might choose to make the speaker the company. To say things like "We at X corp care about you." But "we" is an anonymous word. "We" doesn't have a face, a reputation or any real credibility. "We" is unspecific, wishy-washy and weak.

Whenever possible, find an "I" to do the speaking. Founders, inventors, high ranking executives, celebrities and even satisfied customers can all make excellent "I's." By putting a real live person out in the forefront to actually talk to your customers you'll build trust, show a level of attractive vulnerability, and establish the kind of relationships that great businesses are built on.

Need an example? Just think of the difference between saying "We love you" and "I love you." Which one packs more punch? Which causes more of a reaction? Personally, I think the "I's" have it.

Chris Haddad is a copywriter and marketing wonk living and working in Seattle. Chris has helped companies large and small get closer to their customers and is a firm believer in the power of well-written, truly conversational copy.