I agree with a lot of the sentiments already given in other comments, but I'll just add that I like to be personable. For example, when I'm sending out email campaigns, I try to include pictures, personal anecdotes, and signing off as myself not just the company. If you look at any of the big companies, you never really know who you're talking to or who you're going to get, and that's where I think small businesses can shine.
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