If you have a business where you’re not involved in the daily interaction with clients and prospects, or if your company is set up primarily as a virtual business, your prospects and clients may never get the opportunity to interact with you on a personal basis. They may never have the chance to really get to know you as the owner. And that distance may create some hesitancy or uncertainty in doing business with your company as a whole.

As strange as that may seem to some business owners, it’s a fact. People want a relationship with their product or service provider. The depth of that relationship will vary from person to person, and it will also depend on what is being consumed. But it’s a certainty that trust and connection will pave the way for better client-to-company relations.

This applies to all businesses, but it’s especially true with service-type businesses where there’s a higher level of human interaction built into every transaction. If your business provides a service, there’s a very personal interaction that takes place, whether you’re providing services to the general public, or to other businesses. If at all possible, consumers want to feel comfortable with you before hiring your company.

By using your business blog to express yourself and your opinions you can go a long way to putting a human face on small service companies, and even the largest of corporations. Take Robert Scoble for instance. He’s unintentionally (at least at first) done it for Microsoft with his blog “Scobleizer.” If it can be done for a behemoth like Microsoft, don’t you think you can do it for your small business?

The more relationship barriers you can remove for your prospects and clients, the easier the sales will be, And the more loyal clients will be. No matter what other focuses you might have with your business blog — always give your prospects and clients the opportunity to get to know the real you better. That human connection will give you and your prospects both what you’re looking for.